DOUBLE DECKER TACO JUST A START IN THIS RUN FOR THE BORDER
Taco Bell Corp. "made a big splash with its adoption of
Shaquille O'Neal and Hakeem Olajuwon, but the real changes in the
marketer's game plan are yet to come," report Jensen & Whalen in
the current AD AGE. A new campaign, "When the Border Calls,"
will hit next month "focusing on core menu items but weaving in
the reduced-fat Border Lights menu." O'Neal and Olajuwon, both
signed by Taco Bell for two years, will "play a key role" in
holding the chain's core audience of young men. Olajuwon will
appear in future ads by himself, and talks are "underway with
sister brand Pepsi-Cola." O'Neal will perform a rap song in an
upcoming radio ad for the Bell, which is created by the Richards
Group, Dallas (Whalen & Jensen, AD AGE, 7/10 issue).