For years, Olivia Rodrigo has made Taco Bell and Baja Blast a part of her routine. Now, the longtime fan is putting her own stamp on the sip with You Seem Pretty Pink for a Baja Blast. A playful name inspired by her new album, the campaign is designed to capture her unmistakable aesthetic and the first-ever pink twist on the iconic drink launching at Live Más Cafés and Olivia’s Daisy Chain Fields Festival.
“When someone loves Taco Bell as much as Olivia does, the opportunity goes far beyond creating a new drink,” said Luis Restrepo, Chief Marketing Officer at Taco Bell. “We built a whole world around that shared love – from Live Más Café to Daisy Chain Fields Festival –for the fans who love them both.”
On August 29, fans were among the first to try You Seem Pretty Pink for a Baja Blast. As one of the first beverages to debut at Live Más Cafés before hitting menus nationwide, You Seem Pretty Pink for a Baja Blast marks an exciting new chapter for the brand’s growing beverage concept, using the platform to explore new flavors and formats as it works toward its goal of $5B in beverage sales by 2030. For a drink inspired by one of Taco Bell’s biggest beverage fans, there was only one place to launch it: Live Más Café, the brand’s destination for new and unexpected sips.”
“Live Mas Cafe breaks from basic beverages by remixing flavors and creating all new experiences for its fans,” said Declan Byrnes-Enoch, SVP Group Creative Director, Deutsch. “And since Olivia is entering a new era with her upcoming album, it was the perfect moment to celebrate with an evolution of the drink she pictures fans enjoying while listening to her new music together. ‘The Pretty Pink Baja Blast is yet another example of what we’ve been able to do with LMC, from purple foam on cold brew to future innovations we’re excited to share.”
At Daisy Chain Fields, Taco Bell officially launched the all-new Pretty Pink Baja Blast with a festival activation inspired by Olivia’s idea of the perfect place to sip Baja Blast with friends. Fans climbed inside a field of flower-covered cars, to grab a seat and sip the new drink together between sets. A crafty, pink, split space surrounded by flowers, easter eggs, and scrapbook-inspired details–the Pretty Pink Baja Blast was served in a custom cup created for the collaboration. Fans captured the moment inside a giant Pretty Pink Baja Blast cup and stopped by a photo booth that prints their pictures on a custom Taco Bell receipt. Festivalgoers also took home limited-edition Pretty Pink Baja Blast giveaways, including fuzzy rearview mirror accessories, custom towels and handmade crochet koozies.
Ahead of the festival, on 8/28, we took over our Irvine Live Más Café location, where fans were among the first to sip the all-new You Seem Pretty Pink Baja Blast ahead of its wider debut at Live Más Café locations on Saturday, 8/29. The café was transformed into a fan-first destination inspired by Olivia’s world, building excitement for the festival before fans even reach the grounds. Every detail connected Olivia’s fandom with the Live Más Café experience and gave fans a place to spend time together before the festival. The first 300 fans also received an exclusive custom-embroidered tote bag designed specifically for the event.
On September 24, You Seem Pretty Pink for a Baja Blast will be available for a limited time at Taco Bell restaurants nationwide, giving fans everywhere the chance to experience Olivia Rodrigo’s colorful take on the iconic favorite.
