Taco Bell Will Now ‘Live Mas’ Instead of Trying to ‘Think Outside the Bun’

How much do you ‘quiero Taco Bell‘? In recent memory, their slogan has urged the end consumer to “Think outside the bun,” and before that they were tied to slogans like “Yo quiero Taco Bell” and “Run for the border.”

According to a Taco Bell spokesman, their new initiatives into 2012 will be accompanied by a new slogan, “Live mas” (“mas”  is Spanish for “more”).

According to reporting by Ad Age, this slogan change “signifies a move from the idea of ‘food as fuel’ to food as experience and lifestyle.’“

This is an extremely busy year thus far for Taco Bell. Last week saw the information about their national rollout of Doritos Locos Tacos and the testing of their Cantina Menu. Let’s also not forget their heavy rollout of “FirstMeal,” an official breakfast option across 10 western states and 750 stores.