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Press release from Business Wire

Taco Bell® Taco 12 Pack Helps College Football Fans Claim MVP of Bowl Championship Series Parties

<p class='bwalignc'> <i><b>Easy-to-Carry Box Includes QR Code for Exclusive ESPN Content</b></i> </p>

Thursday, December 22, 2011

Taco Bell® Taco 12 Pack Helps College Football Fans Claim MVP of Bowl Championship Series Parties15:51 EST Thursday, December 22, 2011 IRVINE, Calif. (Business Wire) -- Looking for the perfect game day food to bring to your friend's place for this year's Bowl Championship Series (BCS) parties? Make the right call: steer clear of grocery stores, go up the middle, straight to Taco Bell® – an official BCS sponsor – and pick up the crowd-friendly Taco 12 Pack, available at participating locations starting Dec. 22 for a suggested price of $10. Prices may vary and exclude tax. This special limited time BCS box includes a dozen of Taco Bell's classic, crunchy tacos boxed up and in-hand, and also features a unique QR code that gives fans exclusive ESPN video content and game analysis. Available through a unique QR code, ESPN college football analyst Mark May breaks down each BCS bowl game (Rose Bowl Game presented by Vizio, Tostitos Fiesta Bowl, Allstate Sugar Bowl, Discover Orange Bowl, Allstate BCS National Championship Game), as well as giving fans past BCS bowl game highlights plus current season highlights. Anybody picking up the meal will be able to go toe-to-toe with the guys in the booth – and no doubt be the best couch analyst at any gathering. Taco Bell's Taco 12 Pack will be featured in advertising on ESPN in the weeks before the game, and during the matchup itself – including a mini-mercial with May. The meal will be promoted in an integrated campaign that includes TV, radio advertising, in-store promotions, Web site and social media activity as well as public relations. The TV advertising, handled through Draftfcb, Orange County and beginning today, will include a 30-second spot called “Make an Entrance,” with a voiceover saying that you can tell a lot about a guy by what they bring to a party. The first guy: a bag of chips (“lazy,” “woke up late”). The second guy: a bag of ice (“I'm cheap, too”). Third: seven-layer dip (“his mom probably just dropped him off.”). The hero enters with a Taco Bell Taco 12 Pack, telling the party he's “confident, original – and has at least 11 friends.” About Taco Bell Corp. Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, XXL Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S. Taco Bell Corp.Deb Bell, 949-863-3915deb.bell@tacobell.comorTaylorJenna Rathke, 212-714-5713jrathke@taylorstrategy.com