Taco Bell Unveils 'Live Mas' Slogan, Says Adios To 'Think Outside The Bun'

Taco Bell is making some big pushes to boost its sales. The fast food chain recently launched a big menu revamp, including the introduction of breakfast (aka "First Meal"), a new Cantina menu and a national launch of Doritos Locos tacos.

But menu additions may not be enough to get Taco Bell out of its slump. So the chain is now trying a new slogan on for size: Taco Bell now wants you to "Live Mas" ("mas" is Spanish for "more"). This slogan takes a slightly different angle on the current slogan, "Think Outside The Bun" and the previous slogan, "Yo Quiero Taco Bell."

USA Today describes the new slogan as "more lifestyle-targeted." Along with the Cantina menu, which tries to capture a sort of lower-cost Chipotle philosophy, the "Live Mas" slogan is clearly trying to reposition the brand a bit. But there seems to be a lot of things happening at once -- we're not sure how Doritos Locos fit in with "lifestyle."

What do you think of the new slogan?

Quick Poll

What's your favorite Taco Bell slogan?

Yo quiero Taco Bell.

Think outside the bun.

Live mas.

VOTE

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Comments

[Tairy Greene]

12:14 AM on 03/16/2012

Mas Y Mas. Y Mas. Y Mas

http://www.myspace.com/masymasymasymas

http://www.rocksotough.com

Proud Sponsors of Pepsi

[pixeloid]

02:52 AM on 03/01/2012

I know that Taco Bell isn't "real", like other fast food, but I really love it. On the rare occasions I have to travel to the US, the first thing I do is look for a Taco Bell (since it's extremely hard to find a White Castle). I like Arby's, too.

[Sean Hobbins]

12:08 PM on 02/27/2012

Instead of concentrating on a new slogan perhaps they should concentrate on making actual food?

[LoraineAntrim]

06:37 PM on 02/26/2012

Communication is key to taglines or slogans. We all should "get it" right away. Apple's "Think Different" and Nike's, "Just Do It" are great examples of taglines that anyone can understand. But Taco Bell's "Live Mas" might leave non Spanish speakers out in the cold. If you don't understand the word and have to go to a Spanish-English dictionary, what good is the tag line? Loraine Antrim

[Kali03]

05:46 AM on 02/27/2012

That, and without the proper punctuation, it's not even the right word.

Más=more
Mas=but (rather/instead)

[E V]

11:41 AM on 02/26/2012

Should Read: "Tomatoes, lettuce, cheese, and sour cream 1,001 different ways".

[Jon Nadelberg]

11:35 PM on 02/25/2012

Their slogan should be "Taco Bell: We're really not quite as revolting as you might think."

[John Shuck]

04:16 PM on 02/25/2012

Damn! I was sure it was gonna be "Where's the beef?"

[daigz]

01:18 PM on 02/25/2012

I think "live mas" is catering towards the salmonella that thrive on their food..

[2farsouth]

10:07 AM on 02/25/2012

It may sound crazy, but I lived in Sinaloa, Mx. for 5 yrs. A bunch of us expats were sitting in a cantina one night discussing where we went to eat the first chance we got, when we visited home. Hands down the answer was Taco Bell!! The food in Mexico was good, but finding crispy tacos Tex/Mex style was almost nonexistent,

[E V]

11:40 AM on 02/26/2012

That would be because tex/mex isn't really Mexican food, no? Sort of like deep-fried chicken in red and orange jello sauces isn't really Chinese.

[2farsouth]

02:43 PM on 02/26/2012

What it says is that many people who "live" in Mx. year around, seek out Taco Bell when they visit home. I assure you I know a little about food here. Be it from Sinaloa, Sonora, The Yucatan , or many other regions of Mexico.

[starm59]

09:44 AM on 02/25/2012

I always liked "get the runs at the border".

[daigz]

01:16 PM on 02/25/2012

Wow, I just had quite the giggle fit.

[YP Leek]

10:16 PM on 02/24/2012

Remember when Taco Bell gave free t-shirts that said "make a run for the border"? That was my favorite slogan.

[Nelle N]

10:02 PM on 02/24/2012

A new slogan doesn't change the fact that their food is still disgusting.

[vmax4ya]

08:25 PM on 02/24/2012

Im waiting for KFC flavored Doritos !! what the crap is taking so long?!?!

[Acorn Tree]

09:03 PM on 02/24/2012

obesity is a health risk

[vmax4ya]

09:11 PM on 02/24/2012

You obviously have graduated from Culinary genius school ...

[vmax4ya]

08:24 PM on 02/24/2012

authentic, I meant..

[vmax4ya]

08:23 PM on 02/24/2012

I like taco Bell, I dont eat their often but its decent food. Its not trying to be authintic by the way..lol
I was in Arlington Texas for a Cowboys game last year and went to a place called Taco Casa, now that my friends blows Taco bell away !!

[Chris1971]

09:01 AM on 02/25/2012

how do you eat someone's often?

[TopBrain]

10:33 AM on 02/25/2012

That's going to fly right over his head.....zoooooom!

[chefsamg]

04:51 PM on 02/25/2012

Good catch. I had to read it twice.