How Taco Bell is becoming the Apple of fast food
With its third annual Live Mas LIVE, Taco Bell is turning its ‘product launch’ event into full-on variety show hosted by Vince Staples. Its an over-the-top brand moment that more companies should embrace.
When Taco Bell CEO Sean Tresvant first joined the company as chief brand officer back in 2021, he saw a unique opportunity in the brand’s cultural potential. “Sports, entertainment, music, food…it was like the Beautiful Mind meme with the equations spinning,” he told me in 2024. “They just needed someone to put it on the wall.”
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