A new digitally focused ad campaign is also launching called “I See a Taco,” which marks the first time Taco Bell restaurants across 32 countries will participate in an unified marketing campaign. It has around 600 international locations in addition to the nearly 7,000 currently open in the United States.
“We’ve hit the inflection point around the world where suddenly we have big scale,” said Nikki Lawson, Taco Bell’s chief brand officer, in an interview. “We wanted a big experience together, so that had the team thinking what is global and affects everyone, but what also can be local.”
That’s where the moon comes in: Everyone can see it. The goal is to get the “whole world craving tacos because it looks just like a Taco Bell taco,” Lawson said. She added that the brand is “ready for takeoff” globally and hopes the ad creates “rituals” of people coming to Taco Bell when they crave tacos.
“[Last year] was a difficult year for a lot of our markets,” said Julie Felss Masino, president of Taco Bell’s international unit, in an interview with CNN Business. “Taco Bell is a such distinctive brand that we’re taking a moment to have the world’s largest influencer be a billboard in the sky.”
Masino declined to say how many new locations will open internationally this year, but said they will be a “big part” of the company’s goal of having 10,000 global locations by the end of the decade.
The campaign will continue for several months and be “locally relevant and distinctive,” Masino said. Taco Bell hopes that once you see a taco out there in the world, you can’t unsee it, she said.