Taco Bell is a world-leading American-style quick service franchise. With over 6,500 restaurants, Taco Bell serves more than 36.8 million consumers a week! It first launched in Cyprus in 2010 and currently owns 4 restaurants in the island’s major cities. The challenge was three-fold. We had to localise the content by making it relatable to Cypriot culture, establish the Taco Bell restaurant on Themistokli Dervi as the ultimate dine-in destination and raise awareness around the Taco Bell products.
All of this, while maintaining the brand vision and tagline “Sometimes you gotta Live Más,” which references the feeling of celebrating life and thinking outside the box. Social media is key when it comes to reaching and engaging with your audience. We launched two campaigns on Social media: one to promote Taco Bell products and another to promote the new restaurant on Themistokli Dervi street. Keeping in mind that our target audience consisted mainly of teenagers and young adults, our approach and tone of voice for both campaigns was light, casual, and humorous.
Unique Branding is always challenging. Our idea was to make Taco Bell’s colours recognizable through video and visuals. Ultimately we decided to create “The Box Challenge” and bring two celebrities or well-known personalities that were going to put their hand in one of each side of the box and try to guess what was inside it, without looking. The winner would be the one with the most correct answers.
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