Taco Bell® Taps Myke Towers to Relaunch Taco Tuesday Across Latin America, the Caribbean, and Spain
A social-first, fan-driven campaign rooted in signs, stories, and cultural momentum
Taco Bell® is officially turning Tuesdays into a regional cultural moment. The global brand announced a landmark partnership with Myke Towers, launching across ten participating markets in Latin America, the Caribbean, and Spain. At the center of the rollout is a bold new social-first platform: “This Is Your Sign to go to Taco Bell on Tuesday.”
The campaign marks the relaunch of Taco Tuesday across the region, reframing it as a weekly ritual powered by optimism, celebration, and the everyday moments that push people forward. Whether it’s a win, a setback, a coincidence, or simply a craving, Taco Tuesday now stands as an open invitation to make any Tuesday better at Taco Bell.
Why Myke Towers Is the Perfect Face of This Campaign
Born and raised in Puerto Rico, Myke Towers’ rise mirrors the spirit behind Taco Bell’s Live Más philosophy. A twice Latin GRAMMY–nominated artist, Towers has grown from local freestyle circuits to international arenas, becoming one of the most-streamed Latin artists in the world.
With global hits like “LALA,” “Soleao,” “Degenere,” and “La Falda,” his reach spans the very markets where Taco Tuesday is being reignited—making his involvement feel organic, authentic, and culturally aligned.
The True Story That Inspired the Campaign
At the heart of the partnership is a real-life moment that forever linked Myke Towers and Taco Bell.
In 2015, while recording in Miami, Myke had just $10 and no ride. He and two friends walked to a Taco Bell nearby. Inside, a fan unexpectedly recognized him and asked for a photo. Myke assumed it was a joke—but his friend insisted: “That’s a sign. You’re going to be big.”
At the time, Myke didn’t believe it.
“I had no faith in myself in that moment,” he recalls.
Nearly a decade later, that moment has taken on new meaning.
“It was part of a process. God puts you through things to see how you react. That day was my first sign, even if I couldn’t recognize it yet.”
That missing photo never resurfaced and has now become a central symbol of the campaign. Myke has publicly shared that if it’s ever found, he’ll frame it in his home as a tribute to the moment that marked the beginning of his rise. As part of the rollout, fans are being invited to help uncover that lost image, turning the campaign into a collective search driven by community and storytelling.
A Campaign Built for Social, Streets, and Fans
“This Is Your Sign to go to Taco Bell on Tuesday” comes to life through a multi-layered regional rollout designed for scale and cultural impact:
Social-First Activation
Fans across participating markets are encouraged to share the signs, moments, and cues that shape their Tuesdays—whether big or small. Myke Towers leads the conversation across platforms, amplifying fan stories and anchoring the message in real experiences.
Regional OOH Billboard Takeover
Major cities across Latin America, the Caribbean, and Spain will feature high-impact billboards blending Myke’s presence with Taco Bell’s iconic visual language, cementing Taco Tuesday as a weekly cultural signal in the streets.
Limited-Edition Taco Bell × Myke Towers Tote
To deepen fan engagement, Taco Bell is releasing an exclusive Taco Bell × Myke Towers tote, with 500 units available per participating market. The collectible serves as a tangible symbol of the partnership and the relaunch of Taco Tuesday across the region.
Taco Tuesday as a Cultural Reset
More than a promotion, Taco Tuesday is being reframed as a shared rhythm, an intentional pause in the week where fans can celebrate, reflect, and reset. Whether driven by emotion, coincidence, or appetite, any moment can become the sign that transforms an ordinary Tuesday into Taco Tuesday.
“Myke is an artist who inspires people to move emotionally, creatively, culturally,” said Karla Patino, Chief Marketing Officer, Taco Bell Latin America & Caribbean. “His journey mirrors the spirit of Live Más: bold, expressive, and authentically connected to the communities we serve.”
The Bigger Picture: A Regional Moment Powered by Real Stories
Building on momentum already developing in parts of the region, Taco Bell’s partnership with Myke Towers elevates Taco Tuesday into a unified cultural moment across Latin America and Spain. It’s powered not by slogans alone but by real stories, real fans, and the belief that life is constantly sending signs to those willing to recognize them.
This Tuesday, the message is clear: This is your sign.
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