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Taco Bell: No more 'Think Outside the Bun.' Now, it's 'Live Mas'

Taco Bell: No more 'Think Outside the Bun.' Now, it's 'Live Mas'

Coming off a rough year, Taco Bell is approaching its 50th birthday hoping to think less and live more, ditching its old “Think Outside the Bun” motto for a new slogan: Live Más. The Irvine chain plans to make a big show out of the switch, going public with the Live Más tag line with a television ad airing during NBA All-Star events this weekend. In the spot, a man comes home late from what was clearly an epic night that included a concert, a photo booth, some gambling and a run-in with some Taco Bell hot sauce. Two other ads will begin airing soon after. Más is Spanish for “more” – emphasizing food as experience instead of food as...

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