From celebrating a huge win to comforting a disappointing loss, food nourishes those emotions. Taco Bell understands that drive-thru therapy is a tasty choice. L.O.C.O.S. solves that craving with a serving of emotional support tacos.
Food is always tied to feelings. From cravings to hunger, a meal is more than just robotic chewing. One bite causes memories to surge. No one is saying that people should eat their feelings, but rarely is a meal just a means to an end.
Over the years, Taco Bell embraced its role “Mas” role and emotional connection to food. From fans demanding the Mexican Pizza’s return to the Nostalgia menu, the quick service food brand tapped into the real connection between tacos and sentimentality.
The new program, L.O.C.O.S., (Loss or Celebration Support), launches as the world gathers to watch and cheer every cultural moment. Whether it is a momentous goal on the pitch or discovering a host city’s hidden gem, these moments of togetherness make people hungry.
As Taylor Montgomery, Global Chief Brand Officer at Taco Bell explained, “Fandom has a way of making every moment feel bigger – the wins feel sweeter, the stakes feel higher, and Taco Bell has always been there to support those moments. L.O.C.O.S. takes an existing fan behavior and builds a global platform around it, giving Taco Bell a bold new way to show up for fans in moments they care about most.”
What Is Taco Bell’s L.O.C.O.S. and How Do U.S. Fans Participate?
Available today through July 13, Taco Bell’s L.O.C.O.S. program is available to Rewards Members in the U.S. It is a gamified experience that celebrates both wins and losses.
The app program has two modes, Celebration Mode and Support Mode. Users can unlock free tacos, earn various rewards, purchase exclusive merchandise, and more. Additional information on how to play, rewards, and more can be found in the Taco Bell app.
The program is more than simple surprise and delight. The idea is for Taco Bell to be part of the conversation, either a big celebratory moment or commiserating over a defeat. When a food brand fits any and every celebration or downturn, it becomes ingrained into a person’s identity. That sentiment ensures a loyal customer.
Can Taco Bell Fans Across the Globe Join the Food Conversation?
While the U.S. Taco Bell fans get first dibs, L.O.C.O.S is going global. After all, emotional support meals are not just an American invention.
U.K., Australia, Canada, and Brazil will be joining the conversation. Unique activations in these countries will give away free food at pop-up experiences and other Live Mas programming.
Celebrating this idea on a global scale is smart for Taco Bell. While the world’s eyes might be on the pitch, the reality is that people crave connections. It is more than singing a song in a stadium or rowing their way up an escalator. Food is always the common connector and gets people talking. Taco Bell leverages that idea to keep people coming back to the table even after the confetti gets swept away.
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