July 25, 2004

Foote Cone & Belding (FCB), Irvine, Calif., selected Dastmalchi, Newport Beach, Calif., as its mobile marketing agency for the Taco Bell Los Angeles field account. During the month of August, Dastmalchi's bilingual mobile marketing crew will travel in customized vehicles throughout the Los Angeles DMA promoting Taco Bell's "Late Night" message and their exclusive new Mountain Dew Baja Blast beverage. The campaign has field agents traveling in VW Beetles and attending general market and Hispanic events, Taco Bell stores, Pepsi/Taco Bell store tastings, radio hits, beaches, ballgames, carnivals, weekly caravans throughout Southern California and any other event where they can help raise awareness. The crowd-stopping graphics are in Spanish on one side and English on the other side in order to accommodate an ethnically diverse marketplace. The hood of the car has been transformed into the Baja Blast logo. This certainly follows in Taco Bell's style of "Thinking Outside of the Bun."

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