Live Mas – Taco Bell Slogans Explained!

Are you looking for Taco Bell slogans and the meaning of its latest slogan: Live Mas? If yes, this article is going to explain it to you in detail.

As an entrepreneur, I’m very interested in learning about the slogans of some successful companies like Taco Bell. Because it inspires me to use the same kind of marketing tactic in my own business.

So in the past week, I have studied a lot of materials about Taco Bell slogans. I’m going to share with you my findings of the slogans. You may find it very inspirational if you are a business student or business owner.

In this article about “Live Mas” and all other Taco Bell slogans, I’m going to cover the following topics:

A Brief History of Taco Bell Slogans

Taco Bell fans are probably aware that the Mexican-inspired fast-food chain occasionally changes its slogan. Slogans Wiki reports that the company has had seven different taglines since 1978. 

The majority of them were short-lived. “It’s just made for you,” “Hello Taco Bell,” and “What a Difference!” all lasted for two years before being replaced. There were others that lasted longer. For instance, “Run for the Border” was used from 1988 to 1994 before being decommissioned.

However, in 2012, Taco Bell’s longest-standing slogan, “Think Outside the Bun,” was replaced with the current one, “Live Mas.” It was a confusing move for some since the former had graced its commercials and packaging for over a decade. What motivated the chain to change its strategy? 

It wasn’t a random choice. The move was instead a strategic one that helped the company enter a new era. Find out why Taco Bell changed its slogan by reading on.

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Why Did Taco Bell Change The Slogan From “Think Outside The Bun” To “Live Mas”?

The Mexican-inspired chain wanted to make its brand more upscale, according to Insider reports. “Mas,” which means “more” in Spanish, solidified the company’s obvious connection to its heritage. 

It is intended to replace the idea of food as fuel with food as an experience, according to a Taco Bell spokesperson. As opposed to grabbing a quick bite at the drive-thru, you embarked on an event.

A new “Cantina Bell” menu launched the same year, offering diners fresher ingredients and a broader range of choices (via Consumerist). The Cantina Bell restaurants were launched nine years later by combining these strategies. 

According to Eat This, Not That, they now have alcohol, touch screen menus, and tapas-style food options. Although “Think outside the Bun” had been an iconic slogan, the brand needed to evolve.

What Does “Live Mas” Mean?

“Live mas” is the chain’s most boring slogan, but it demonstrates its commitment to becoming a more serious, upscale franchise.

A Taco Bell spokesman explained the change to AdAge in the following way:

In his words, “it’s a way to show and demonstrate the brand’s “commitment to value, quality, relevance and an exceptional experience.” He added that at the core of the slogan is moving away from “food as fuel” to “food as experience and lifestyle.”

“Think outside the bun” is being replaced by “Live mas” (mas means more in Spanish).

As part of its strategy to turn things around, the company has become more upscale. Taco Bell has made a lot of recent moves including redesigning the taco with a Dorito shell, launching a cantina menu, and more.

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How Was The “Live Mas” Slogan Created?

The chain’s sales were hurt following a lawsuit that claimed the tacos did not contain “real beef.” Despite the lawsuit being dropped, Taco Bell has faced pressure to change how its customers perceive its brand.

A marketing manager says the chain will transition from being a “food as fuel” restaurant to a “food experience” restaurant.

That strategy is reflected in the new slogan. The chain’s website is peppered with “Live Mas” messages designed to encourage customers to take risks and live more. Among the messages: Kick up some dirt. Make some waves. Burn up the night. 

How Did “Live Mas” Campaigns Work?

The chain has revamped its menu in conjunction with the new slogan and commercial (see above). Among the changes are:

  • Taco Bell introduced a new breakfast menu in January.  The First Meal breakfast program includes 11 items after five years of development. 
  • A Doritos Locos Taco will also be available at Taco Bell on March 8.
  • California and Kentucky are testing Taco Bell’s Cantina Bell menu. Among the menu items are big burritos, tacos, and bowls made with fast-food ingredients like black beans and corn salsa.

Why Is the Business Slogan Important For Taco Bell?

Adverts often use slogans because they are short and catchy. A catchy slogan can attract attention to a brand or product. 

Slogans have been around for a long time, but today they are everywhere, and they are used by many different brands. 

Slogans should highlight a product’s benefits. Memorable slogans will also enhance a brand’s image. 

It is generally believed that a phrase with meaning resonates more strongly with customers than a brand’s name alone, as a good slogan provides more than an assurance of commitment, but also explains what the brand stands for.

In marketing, slogans are important for the following reasons:

Brand positioning and recognition

A distinctive logo, a memorable slogan, and the brand name determine a company’s identity. 

Therefore, a catchy and memorable slogan will help your brand gain recognition. Your brand’s position in the market will depend on the tone and language of your slogan.

Building better customer relationships

Throughout history, slogans have always served as a connection between a business and its clients.

Using slogans in advertising helps brands to be remembered by their audiences, which results in a positive attitude towards them.

Stand out from the crowd

It is important for a brand’s slogan to be distinctive. This will help you stand out from the crowd. 

Your brand can be identified without having to mention the product or brand name if you mention the slogan. 

Make your product more popular

In addition to telling the audience about the product, a slogan can also inform them of its benefits. 

Slogans describe how people view a product. You can use a slogan to enhance the appeal of your product as a marketing strategy.

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Final Words: Taco Bell Slogan

Chain’s current tagline is well known, as well as its previous “I want Taco Bell” and “Run for the border.” 

In an attempt to reverse its sales declines, the taco giant has introduced a new slogan, “Live mas.” (“Mas” is Spanish for “more”).

In this slogan, “Think Outside The Bun” is approached differently from “Yo Quiero Taco Bell.”

It is clear that “Live Mas” is trying to reposition the brand a little bit, and it goes hand in hand with the Cantina menu, which is sort of a lower-cost Chipotle approach. 

There are a lot of things happening at once, and we’re not sure how Doritos Locos fit into “lifestyle.”

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Live Mas - Taco Bell’s Slogan

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