Taco Bell's "Live Más" is a brand campaign that was launched by the fast-food chain in 2012. The campaign is built around the idea of encouraging people to live more and embrace a sense of adventure and spontaneity in their lives, much like the spirit of Taco Bell's menu and dining experience.

Here's a breakdown of the key elements and messages of Taco Bell's "Live Más" campaign:

1. "Live Más" Slogan: The campaign's centerpiece is the Spanish phrase "Live Más," which translates to "Live More" in English. This slogan conveys the idea that life should be filled with excitement, fun, and bold choices, much like the innovative and often unconventional food offerings at Taco Bell.

2. Food Innovation: Taco Bell has used this campaign to introduce new and creative menu items that align with the spirit of living more. For example, they've launched items like the Doritos Locos Tacos, a taco with a Doritos shell, which is seen as a playful and adventurous twist on traditional fast food.

3. Digital and Social Media Engagement: Taco Bell has embraced digital and social media as a key part of the "Live Más" campaign. They have used platforms like Twitter, Instagram, and Snapchat to engage with their audience, share fun and humorous content, and even encourage user-generated content. They have run social media contests and promotions to foster a sense of community and adventure among their fans.

4. Lifestyle Branding: Taco Bell has positioned itself as more than just a fast-food chain; it's a lifestyle brand that represents a youthful and adventurous spirit. The campaign features young and diverse individuals who embody the "Live Más" ethos, showcasing their stories and experiences.

5. Marketing Partnerships: Taco Bell has collaborated with various artists and influencers who resonate with the campaign's message. These partnerships have included music, fashion, and entertainment tie-ins to further connect with their target audience.

6. Embracing Change and Experimentation: The "Live Más" campaign encourages customers to be open to change and try new things, just like Taco Bell has been willing to experiment with its menu and marketing strategies.