IRVINE, Calif., Thursday, January 7, 2016 – In true Taco Bell® fashion, the brand today announced plans to return as a Super Bowl advertiser with a not-so-helpful press release shared on Ta.co. Leaving much to the imagination of fans, the release withheld details of the product that will be revealed during Taco Bell’s 30-second spot in the first quarter during Super Bowl® 50.

Taco Bell will continue to tease its “biggest launch to date” with a series of ambiguous activities and pop-up events.

“We aren’t revealing details of our spot until the big game, but we will have ways for our fans to engage with us in the weeks leading up to Super Bowl® 50.” said Chris Brandt, Chief Concept and Brand Officer for Taco Bell. “This build up will pay off with one of the most exciting announcements from the Taco Bell brand to date.”

Taco Bell’s new spot was created by Deutsch LA.

Fans are encouraged to follow along as the launch of the new product continues. To learn more about what could be Taco Bell’s biggest thing yet, check out The Feed on ta.co.