Taco Bell offers remedy for 'All the feels' in comical World Cup campaign — VOTE NOW
Taco Bell offers remedy for 'All the feels' in comical World Cup campaign — VOTE NOW
Rick Suter, USA TODAYWed, July 1, 2026 at 10:10 PM UTC
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Taco Bell understands the realities of the game, all those World Cup dreams ending in a nightmare.
It happens.
Sports have a way of playing the split-personality role in life's cinematic journey, creating blissful emotion one moment, only to be unmasked an hour later as the culprit behind squashed hopes.
The harsh realities and painful acceptance often leave fans in utter anguish, cloaked in doubt and forced to navigate an emotional rollercoaster of what-ifs.
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Get them four years from now?
Sigh.
And while there might never be an answer to such questions—all those countless scenarios of what could have introduced World Cup glory—Taco Bell has entered the conversation, offering something that's historically been left to animals, plush toys, security blankets, small trinkets, and even more cowbell:
The Emotional Support Taco....
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Of course, Taco Bell also understands the complete flip of the script, where the concept of "Expect the unexpected" could leave fans feeling just as exhausted as their opponent's fervent soccer faithful.
So, the fast-food brand ensured that the L.O.C.O.S. (Loss Or Celebration Outcome Support) would cover all the outcomes, rewarding fans with "tacos when they need them most, turning culture’s biggest wins and losses into a global emotional support taco program."
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“No matter where you are in the world, fandoms may look different, but the feelings are universal: celebration, disappointment, loyalty, and the need for a taco when the moment calls for it,” said Amy Durini, Chief Marketing & Strategy Officer, Taco Bell International. “As L.O.C.O.S. comes to life internationally in select markets, Taco Bell is showing up for fans around the world in ways that feel true to each local fandom, recognizing the passion, traditions, and shared experiences that make them so unique and powerful.”
USA TODAY Ad Meter Brand Spotlight: What do you think of Taco Bell's campaign?
About USA TODAY Ad Meter Brand Spotlight
USA TODAY created the Ad Meter brand spotlight concept in 2024, the first editorial rollout focusing on the global campaigns for the Summer Olympics in Paris, France. The purpose was to add a new and exciting element to the franchise, which began in 1989, and bring more sports business and entertainment insights to the marketing rush during major sporting events.
Unlike the Super Bowl Ad Meter, which focuses on specific commercials, the World Cup spotlight will take a broader, overall view of how brands are impacting the global audience during the five-week run.
This article originally appeared on Ad Meter: Taco Bell offers emotional support tacos for fans during World Cup
Source: “AOL Entertainment”
