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Back on New Year’s Eve, during the two college bowl playoff games—the Orange Bowl and the Cotton Bowl—Taco Bell CEO Brian Niccol thought this would be the perfect time to launch the TV campaign for its latest marketing initiative. A $1 million scholarship aimed at the kind of students who would have nothing to do with big time college football.

“We launched it during the BCS championship games, which we thought was a fun way to do it and make our point since everyone on that football field has a scholarship, and everyone on the couch doesn’t.”

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