With humor and an AI-created jingle, Taco Bell teaches Brazilians how to eat tacos in the global “Tiltvertising” campaign.
Taco Bell, the California-based chain inspired by Mexican cuisine, launches its new global educational campaign in Brazil. Named “Tiltvertising”, the initiative seeks to bring the Brazilian audience closer to the brand’s world, demystifying its iconic products in a lighthearted and entertaining way.
The “Taco Tilt” ritual
The campaign is inspired by the universal experience of tilting your head to eat a taco. This 45-degree gesture, called the “Taco Tilt” by the brand, represents the quest for the perfect bite. In this way, the concept reinforces Taco Bell’s “Live Más” philosophy, encouraging people to live new experiences with authenticity and humor.
The main ad plays with the same motion, featuring the message: “If you tilted your head to read this, you already know how to eat a taco!”
Digital and OOH presence
The campaign includes digital media and out of home (OOH) activations in major cities such as São Paulo, Rio de Janeiro, Campinas, and Brasília, along with influencer content running through the end of December.
AI-generated jingle
In Brazil, Taco Bell unveils an exclusive jingle created using generative artificial intelligence, in partnership with Blow Records, a label known among Gen Z for combining innovation and retro aesthetics. The song will be available on Spotify and other major streaming platforms starting Wednesday (12).
“Despite its global popularity, many Brazilians still don’t know how to eat tacos. With the global ‘Tiltvertising’ campaign, we reinforce our Live Más positioning, celebrating the joy of eating tacos in a fun and innovative way, now with a unique Brazilian touch,” says Karla Patino, Chief Marketing Officer for Taco Bell Latin America.
“Creating this jingle allowed me to dive into the Live Más experience and turn that world of flavor and joy into a captivating song,” says Zenital, the composer.
“We mixed funk, AI, and our connection with Gen Z to capture the brand’s fun spirit. The result is vibrant and inviting,” adds Raul Vinicius, founder of Blow Records.
To find the nearest Taco Bell, visit www.tacobellbrasil.com.br/lojas.
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