Bell(R)'s New Frutista Freeze(TM) Perfect Compliment To A Long Hot Summer

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Frutista Freeze™ Debuts, Taco Bell’s Exclusive Frozen Drink Topped With Real Strawberries Is A Refreshing Escape From The Everyday Routine

May 15, 2008 // Franchising.com // Irvine, Calif.-– With Summer just around the corner, imagine soaking up the sun at the beach on vacation and sipping a refreshing frozen fruit flavored drink. Now open those eyes and unfortunately you are reminded of the grueling grind of everyday life. Taco Bell®’s new Frutista Freeze™, a permanent line of signature frozen drinks topped with real strawberries, is a refreshing escape from the everyday routine.

Fruitista Freeze comes in either Strawberry or Mango Strawberry flavors, both topped with real strawberries. Available for $1.89 at participating Taco Bell® locations, Frutista Freeze is served in a 16 oz clear cup and comes with a signature Taco Bell purple spoon straw. With one sip of these delectable frozen concoctions, it will feel like you were magically transported to a sandy beach in the tropics.

"With temperatures starting to rise around the nation, people are looking for a cool, refreshing break from their day," said David Ovens, Chief Marketing Officer, Taco Bell Corp. "Taco Bell is a destination for signature beverages and our Frutista Freeze provides a fun escape with two sensational tastes, Strawberry and Mango Strawberry. It's a drink you can enjoy anytime of the day."

Frutista Freeze™ is made with all-natural flavors and topped with real strawberries. Only natural sucrose is used to sweeten the beverage, as opposed to many frozen beverages that contain high fructose corn syrups. Frutista Freeze is the perfect addition to Taco Bell's menu, bringing the great tastes of Taco Bell's food to life.

Taco Bell® is supporting the launch of the new Frutista Freeze™ with an integrated advertising campaign that reaches consumers across television, print, radio and online. The broadcast TV advertising features the return of a talking animal, this time a beach bound turtle. The :30 and :15 ads will run nationally and creative was handled by DraftFCB in Irvine, California. The beverage launch will also receive Hispanic marketing support, as unique creative broadcast TV ads were developed. The :30 ad will run in targeted markets and creative was handled by Dieste in Dallas, Texas.

The supporting online effort offers users the ability to find out about Frutista Freeze, check out favorite surf locations and conditions via a partnership with Surfline.com, and download a coupon for a FREE Frutista Freeze™. Starting June 12, users will be able to escape the daily grind by playing the “Fruiting Gallery” game. Game players ward off people who threaten their vacation on a beach by throwing mangos and strawberries at uploaded images of your choice. So people can upload a pictures of people who annoy them and get even with them for interfering in their precious time off.

About Taco Bell Corp.

Taco Bell Corp. ("Taco Bell"), based in Irvine, California, is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

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