No 'quiero' in future Taco Bell advertising

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The Chihuahua stays but its 2-year-old theme line goes in new advertising slated to break at the end of December for Taco Bell, Irvine, Calif. At a time of softening sales, the nation's No. 3 fast-food chain told franchisees this week it's axing "Yo quiero Taco Bell'' in favor of "Grande taste. Loco price. Only at Taco Bell.'' "Yo quiero''--translated as "I want some''--became part of the popular vernacular soon after it was launched in August 1998. TBWA/Chiat/Day, Playa del Rey, remains the creative agency for Taco Bell's $202 million account, a spokeswoman said. It was the first major meeting with franchisees for Kip Knight, Taco Bell's new chief marketing officer.

Copyright October 1999, Crain Communications Inc.

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