One juicy tidbit of information that Taco Bell forget to drop on us last week at their HQ was the fact that their slogan “Think Outside the Bun” was no more. In its place enters a new slogan, with a completely different message: Live Mas, according to the Huffington Post. Half English, half Spanish, the literal meaning of the phrase is Live More, with “mas” being the Spanish word for “more”.
Taco Bell seems to have continued on this Spanglish type of rhetoric, already introducing the name Doritos Locos Tacos into the field of play. Personally I think that Viva Mas or Vivir Mas would have made more sense, going completely Spanish, but maybe Taco Bell thinks that America just wouldn’t catch on.
Regardless, with the Live Mas campaign, it seems like Taco Bell has shifted from the idea that you should look to more than just buns for fast food, to a complete lifestyle overhaul where you eat tons of Taco Bell and live your life to the fullest. This might not be the best idea for your waistline or your circulatory system, but Taco Bell is hoping that their vast array of new menu items will entice America to not only alter their lifestyles, but also aid in boosting their slumping sales.
With their new ingredient based, fresh, cheaper Chipotle Cantina Menu, First Meal Breakfast, and the more traditional, in a Taco Bell sense at least, Doritos Locos Tacos coming this year, it’s clear that there will be plenty of opportunities to Live Mas all year long.