- Taco Bell has partnered with Paris Hilton for the return of the 2000s fan favorite Volcano Menu, in accordance with a press release. The Volcano Menu returns nationwide on June 29 and for Rewards members on June 27.
- The QSR will mark the menu launch with its first-ever hotline. Consumers can call 1-844-THTS-HOT to listen to one in every of six pre-recorded advice messages from Hilton, a celeb who popularized the catchphrase “that is hot” within the mid-2000s.
- Taco Bell becomes the most recent brand to tap into 2000s nostalgia in pairing the return of a fan-favorite menu with a celeb tied with the era. Press materials also tease forthcoming TikTok elements and latest music from Hilton as a part of the hassle.
Taco Bell is utilizing 2000s nostalgia to advertise the return of its cult-favorite Volcano Menu, which features extra-spicy items including the Volcano Taco, Double Beef Volcano Burrito and Lava Sauce that were discontinued in 2013. Since then, brand fans have looked to bring back the menu via social media and online petitions, in accordance with the press release, encouraging Taco Bell’s latest campaign.
“We’re all the time listening to our fans, and the extensive passion and desires of the Volcano fanbase could now not go unmet” said U.S. CMO Taylor Montgomery within the press release. “Taco Bell is all the time seeking to deliver on the ‘surprise’ factor for fans and construct on our repute of selecting authentic partnerships with those that are already mega-fans.”
Central to Hilton’s participation is a hotline that serves up pre-recorded advice from the heiress and former reality TV star. Several brands, including Olay, State Farm, Mike’s Hard and PepsiCo brand Pure Leaf have also used hotlines — an old-school tactic with its own nostalgic charm — as a approach to engage with consumers.
Consumers can even give you the option to have interaction with Hilton through TikTok and latest music from the entrepreneur, Krystal Hauserman, CMO of Hilton’s media company 11:11 Media, said in the discharge, suggesting Taco Bell will use other mobile and social channels as a part of the campaign. In addition, Taco Bell Rewards members will give you the option to order from the Volcano Menu two days sooner than most of the people in one other effort by Taco Bell to spice up its loyalty program.
Nostalgia stays a key component of name marketing efforts, with the post-Y2K period typified by Hilton increasingly a campaign focus. Klarna in February partnered with 11:11 Media on a world promoting campaign that starred Hilton and drew on Y2K fashion. Similarly, Kraft Real Mayo partnered with Juicy Couture and Smirnoff Ice released Y2K-inspired merchandise as a part of a brand refresh.
Paris Hilton is probably the most recent celebrity to be featured as a part of a Taco Bell campaign. The brand recently re-teamed with Pete Davidson on an promoting push that reimagined the late-night comedian as a morning show host and enlisted LeBron James for its Taco Tuesday “liberation effort.”
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