Taco Bell(R) Carne Asada Steak Grilled Taquitos R-R-R-Roar into Super Bowl XLI

IRVINE, Calif.–(BUSINESS WIRE)–Taco Bell is back in the Super Bowl and is bringing lions with them. Taco Bell®s spot during the big game features two of the worlds most famous carnivores who are intrigued by their new Carne Asada Steak Grilled Taquitos.

“Taco Bell’s innovative food minds have upgraded the taquito”

Taco Bell is launching its newest premium and portable menu item with an innovative and entertaining marketing campaign surrounding its spot which will air during Super Bowl XLI. The ad features two lions humorously discussing carne asada steak in Taco Bells typical think outside the bun manner, including some carne asada pronunciation lessons in the alveolar trill — or as it is informally known, rolling your rs — from the voice over talent of legendary actor Ricardo Montalban.

Taco Bells innovative food minds have upgraded the taquito, said Bill Pearce, chief marketing officer, Taco Bell Corp. We added carne asada to taquitos and grilled them to perfection. But we know that not everyone can roll their rs and pronounce carne asada. So, we utilized talking lions to give everyone in America an entertaining language lesson on carne asada to kick off the first week of Taco Bells new premium and portable Carne Asada Steak Grilled Taquitos during Americas most popular football game.

For Taco Bell lovers, the new Carne Asada Steak Grilled Taquitos deliver premium taste on-the-go, filled with authentic carne asada steak, real cheddar cheese, hand rolled and grilled to go, with the dip (guacamole, sour cream or salsa) of your choice. They will change your definition of a taquito as they are grilled, not fried, and include carne asada steak and cheese.

Unlike the secrecy of most Super Bowl spots, Taco Bells television spot will debut prior to Super Bowl XLI on Friday, February 2, on www.tacobell.com, where fans will be able to see some humorous outtakes and unaired improv work from the lions captured during filming. The ads and outtakes will act as a centerpiece for a microsite called Carne Asada Improv which also houses an interactive web component where fans can create their own comical dialogue and engage in a series of tit-for-tat one liners with the lions acting the straight man. Once a visitor has created a custom lions improv, they can view it and then send along to a friend. The ad and Web site creative was handled by Draftfcb.

Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE:YUM), is the nations leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Quesadillas, Grilled Stuft Burritos, nachos and other specialty items. Taco Bell serves more than 35 million consumers each week in nearly 5,800 restaurants in the U.S. Think Outside the Bun® and visit www.tacobell.com.

Taco Bell Corp.
Rob Poetsch/Will Bortz, 949-863-3915
Cohn & Wolfe
Angelina Duran, 310-967-2907

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