The all-new live event in Las Vegas, Nevada will reveal the brand’s best kept secrets, giving never-before-seen access with superfan celeb appearances, access to brand masterminds and more

TLDR:

• For the first time ever, Taco Bell will unveil a year’s worth of innovation and product launches on stage at Live Más LIVE.
• The event will be live streamed from Las Vegas on February 9 at 1 p.m. PST, and will feature musical performances, celeb appearances, fan recognition and a peek behind the purple curtain at the brand’s upcoming innovations.
• Taco Bell’s biggest fans – its Rewards members – will have the chance to score a front row seat at this fan-first event.

Irvine, Calif. (Jan. 10, 2024) – Taco Bell is entering the new year by letting everyone in on its biggest plans for 2024, taking a page, and a stage, out of playbooks typically reserved for top tech and entertainment companies with epic announcements in innovation. Taco Bell has officially announced its Live Más LIVE event taking place in Las Vegas, Nevada on February 9. The event will unveil a year’s worth of innovative products and iconic partnerships and include musical performances, celebrity appearances, fan recognition and the opportunity to hear first-hand from the masterminds behind the brand’s biggest and boldest innovations of the year.

The in-person event will take place during the biggest sports weekend of the year and will be livestreamed, featuring offers for Taco Bell Rewards Members only. In addition to getting unrestricted access to the top-secret news of what will be rolling out in 2024, brand enthusiasts can expect exclusive fan experiences, never-before-seen access to the culinary experts and creative minds behind the Taco Bell Test Kitchen and first-look at food innovations to come, with attendees being the first to taste before anyone else, and more!

“Live Más LIVE is about showing up in a way this brand has never shown up before. It’s about transparency, access and celebration for who we are as a brand and who we do it for, our biggest fans,” said Global Chief Executive Officer, Sean Tresvant. “2024 marks a new beginning for Taco Bell and we can’t wait to show everyone what we have in store for this year and beyond.”

While no stranger to live fan experiences that brand loyalists have taken part in with 2019’s Taco Bell Hotel and 2022’s Taco Bell Drag Brunch multi-city experience, there has never been a place for fans to interact with Taco Bell in-person and virtually like Live Más LIVE. The uniquely Taco Bell event will combine brand announcements with entertainment and access like never before.

Taco Bell’s Live Más LIVE will be streamed live from Las Vegas at livemaslive.com at 1 p.m. PST. Fire! Tier Rewards members have two chances to catch the show IRL. On January 16 Fire! Tier Members will have a chance to sign up and qualify for access to the show with hotel accommodation and a voucher towards travel and expenses* via Tuesday Drops on the app. Later in the month select Fire! Tier members will receive an e-mail on how they could score a seat.

About Taco Bell Corp.
For more than 61 years, Taco Bell has brought innovative, craveable Mexican-inspired food to the masses, and was recently recognized as one of TIME’s Most Influential Companies, one of Fast Company’s World’s Most Innovative Companies and Nation’s Restaurant News’ Brand Icon. For more information about Taco Bell, visit our website at www.TacoBell.com  our Newsroom at www.TacoBell.com/news or check out www.TacoBell.com/popular-links. You can also stay up to date on all things Taco Bell by following us on LinkedIn, TikTok, X (formerly Twitter), Instagram, Facebook and subscribing to our YouTube channel.

* No purchase necessary. Attendance at the events scheduled to take place on February 9, 2024 in Las Vegas, Nevada (each an “Event”) and use of the Offer website (“Site”) is limited to individuals who are legal residents of the 50 United States or the District of Columbia who are 21 years of age or older and Taco Bell Rewards program members in good standing as of December 26, 2023, and who received an email invitation (“Invitation”) from Taco Bell or its agent (“Taco Bell”). Supply of Access Rewards (each valid for one (1) recipient and one (1) eligible guest) is limited, and will be distributed on a first come/first served basis, as determined by Taco Bell, whose decisions are final and binding. Five (5) Access Reward recipients (“Reward Recipients”) are available. Reward Recipient and their guest are subject to validation and both must execute Declarations of Eligibility, Liability/Publicity Release (“Declarations”). Other conditions apply. Guest must be 21 years of age or older. Access Rewards have no cash value and are nontransferable. Taco Bell reserves the right to revoke or change the Events, any aspects thereof, or any Access Reward terms and conditions. No compensation will be provided for Access Rewards that are unusable for any reason, including, without limitation, cancellation, delay, or postponement of the Event. Void where prohibited. Subject to full terms and conditions available at tacobell.com/legal/live-event.

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