By Maureen Morrison (Ad Age)
Lionel Richie’s famed 1984 ballad is the centerpiece of Taco Bell’s current TV ad, but it’s sung as “Hola.”
“It’s surprising that even 20-year-olds know the song,” said Taco Bell CMO Brian Niccol. “They might not know Lionel Richie, but they’ll recognize the tune.”
Though it seems like an odd song for Taco Bell, especially in Spanish, the ad is introducing its new Cool Ranch Doritos Locos taco, which will be available March 7, and is part of Taco Bell’s largest marketing campaign to date. Using what Mr. Niccol called an iconic song translated into Spanish is the latest iteration of the chain’s larger “Live Mas” campaign, which is meant to convey Taco Bell’s food “not just as fuel, but food as an experience,” he said.
Said Mr. Niccol: “This is one of those [songs] you get without having to understand Spanish. It adds another level of context to the brand around the experience we’re providing. It’s blending cultures. We’re a Mexican-inspired brand and we continue to push the boundaries of what that means.”
Categories: NGL News