Taco Bell's target audience are people who they call "The Cultural Rebel". An archetype of GenZ, these are individuals aged 18–34 who are diverse young trendsetters, nostalgia seekers, hype-beast enthusiasts, and culture aficionados. Taco Bell’s CEO, Sean Tresvant, states, “[The Cultural Rebel] spoke to the generation's diversity, and what the company saw as its progressive values — a desire to rebel not just against something, but to rage for what it believed in.” Ultimately, the target audience of this activation craves something unconventional and speaks up for what they believe in.

Key challenge: How can we help Taco Bell build trust among GenZ & sell the idea of a “cultural rebel”?

Considering the dynamic nature of Taco Bell as not only a food brand, but also a brand tapped into culture, it is necessary to consider competitors from all angles–both direct competitors and beacons.

Criteria for Direct Competitors: Quick Service Restaurant (QSR), similar product offerings, and some level of participation in activations. (McDonald’s Corporation, Chipotle Mexican Grille, Del Taco)

Example: McDonald’s Corporation

The world's largest fast food restaurant chain, this American multinational QSR spent decades building a very strong brand presence. Targeting multi-generational families ages 8 to 45 in urban and rural areas, its key differentiator lies in the ability to create an environment where everyone can enjoy their dining experience–from families who love the Happy Meal® and children play areas to workers who enjoy coffee and free WiFi. With a solid understanding of connectivity in spaces, McDonald’s has created immersive activations that transport consumers into a world of its own that tells the brand’s story (Ex. WcDonald’s Sensory Dining Experience and Beat of My City Tour.)

Criteria for Beacon: Similar target audience, international product popularity, robust social presence, tapped into cultural trends–specifically understanding GenZ trends and consumption behaviors.

Example: Oreo

This best selling global cookie brand is popular for its unique sandwich design and vegan ingredients. Though it is not a QSR directly comparable to Taco Bell, its innovative marketing strategies with celebrity endorsements, distinct packaging, robust social media marketing, and brand partnerships resonate with Taco Bell’s target audience. Named as one of the top 25 brands for GenZ (2023 DCDX Trends Report), Oreo’s has mastered playfully connecting people all over the world—aligning with their tagline “Stay Playful.”

As a brand in tune with GenZ, Taco Bell is no stranger to creating experiences that foster connection. Previous activations include:

TACO BELL X YEASTIE BOYS HIT THE ROAD

A two-day mobile activation in partnership with Yeastie Boys, an LA bagel shop. Boldly embracing branding, Taco Bell integrated iconic local flavors from the city's culinary scene with six limited edition menu items.

SLIDE-THRU PICK-UP

A brand stunt in Ontario, Canada used to promote the relaunch of the Cheetos Crunchwrap Slider. Guests ordered at the top of a snowy hill and slid down to pick up their meal at the bottom. With 867 million media impressions, this PR moment made headlines on Delish, Teen Vogue: “Taco Bell Canada creates the world's 1st 'slide-thru'.

THE BELL HOTEL

A resort activation in Palm Beach, CA that aimed to show love for Taco Bell and guests during their stay through small and BIG that highlighted their favorite sauce and visually immersive environments that made guests go WOW!

Taco Bell stays up-to-date by finding fun and exciting ways to bring food to consumers. Ultimately, Taco Bell knows what their GenZ audience wants and is a team player when it comes to partnering with other brands to create unique social moments.

Being that the target audience, GenZ, thrives on authenticity, innovation, and excitement, maintaining imagery that felt true to the brand was important to successfully execute the theme of the activation. In cultivating this experience, it was imperative to use Taco Bell’s signature purple. Accenting the dark cool tones of the purple with neon pinks and yellows creates a playful and exciting mood. Hexagon shapes are commonly used throughout Taco Bell’s imagery to allude to their infamous Crunchwrap. Sprinkling colorful hexagons throughout the activation rings true to the brand and highlights the main focus of the TBX Program–reimagining the signature crunch wrap. Taco Bell’s imagery is commonly found with a grainy, film filter, evoking a sense of nostalgia. Such effects will be playfully vetted throughout, uniting the activation theme to Taco Bell’s authentic brand voice.