Taco Bell's "Taco Tuesday" Trademark Battle: A Clever Marketing Campaign or Legal Pursuit?
In the world of fast-food marketing, Taco Bell is known for its innovative and attention-grabbing campaigns. However, the recent trademark battle over the term "Taco Tuesday" takes their marketing tactics to a whole new level. In this blog, we'll delve into how Taco Bell turned a trademark dispute into a creative marketing campaign, as well as the opinions surrounding the matter.
The Trademark Battle Unfolds: Taco Bell set its sights on using the term "Taco Tuesday" to promote sales happiness among taco lovers. However, it discovered that the phrase is a registered trademark owned by Taco John's, a Wyoming-based chain since 1989. Unfazed by the legal challenge, Taco Bell filed a petition with the USPTO (United States Patent and Trademark Office) on May 16, seeking to reverse the trademark. They argued that the term is too common and widely used for Taco John's to maintain exclusive rights to it. Taco Bell's goal is to "liberate" the term for use by any and all restaurants.
Opinions on Taco Bell's Approach: Many marketing experts and consumers view Taco Bell's pursuit of the "Taco Tuesday" trademark as a clever and bold marketing campaign rather than a purely legal matter. By framing the dispute as a quest to free the term for universal use, Taco Bell has generated significant attention and engagement from the public and media alike. This strategic move aligns with their brand image, which celebrates a fun and vibrant approach to fast-food.
Lebron James, the basketball superstar, also got involved in the taco saga when he attempted to trademark "Taco Tuesday" in 2019. However, his application was denied by the PTO due to the term's widespread usage. James now supports Taco Bell's efforts and stars in the company's latest ad, further fueling the marketing hype around the dispute.
Taco John's Response: Taco John's, however, isn't taking the challenge passively. In response to Taco Bell's announcement of a new Tuesday special offering two tacos for $2, Taco John's CEO, Jim Creel, released a statement in a light-hearted but subtly competitive tone. He thanked Taco Bell for reminding everyone that "Taco Tuesday® is best celebrated at Taco John's®." This witty response adds to the intrigue of the situation and sparks conversation among taco enthusiasts.
Whether a legal pursuit or a well-crafted marketing campaign, Taco Bell's "Taco Tuesday" trademark battle has captured the attention of many. The company's strategic approach, the involvement of Lebron James, and Taco John's clever response have all contributed to the buzz surrounding the dispute. Regardless of the USPTO's decision, Taco Bell's ability to turn a trademark controversy into a marketing spectacle demonstrates their prowess as a brand that knows how to engage and entertain its audience.