While diamonds are forever, tacos most certainly are not. But what about diamonds made from tacos?
Taco Bell has just launched a new social media promotion that will see four diamond necklaces given to two winners. But not just any diamonds… diamonds made from taco shells.
“Friends Are Forever” is inspired in part by one of Taco Bell’s core brand pillars, that messy is good. Similarly, diamonds are seldom perfect, but they are beautiful. And like friendships, diamonds last forever. (See how it all ties together?)
Taco Bell is calling it an “ode to the perfectly imperfect nature of tacos,” and said that the necklaces celebrate the “unbreakable friendships in our lives.”
"Taco Bell is all about celebrating life's messy moments and embracing what it means to be imperfect," said Devon Lawrence, marketing director, Taco Bell Canada, in a release. "The idea that even something as beautiful as diamonds have imperfections reinforces our brand mantra to Live Mas, and celebrate our authentic, messy and beautiful selves!”
Taco Bell has just launched a new social media promotion that will see four diamond necklaces given to two winners. But not just any diamonds… diamonds made from taco shells.
“Friends Are Forever” is inspired in part by one of Taco Bell’s core brand pillars, that messy is good. Similarly, diamonds are seldom perfect, but they are beautiful. And like friendships, diamonds last forever. (See how it all ties together?)
Taco Bell is calling it an “ode to the perfectly imperfect nature of tacos,” and said that the necklaces celebrate the “unbreakable friendships in our lives.”
"Taco Bell is all about celebrating life's messy moments and embracing what it means to be imperfect," said Devon Lawrence, marketing director, Taco Bell Canada, in a release. "The idea that even something as beautiful as diamonds have imperfections reinforces our brand mantra to Live Mas, and celebrate our authentic, messy and beautiful selves!”
@tacobellcanada ���� Taco Diamonds Contest Alert! ���� Diamonds are forever, and so are friends ��. Celebrate your extraordinary bffs with Taco Diamond best friend necklaces. We took our beloved taco shells and turned them into uncut diamonds for you to rock. Enter to win: �� A pair of 2 Taco Bell Diamond Friendship Necklaces. That's one for you and one for your bestie! How to enter: �� like this post �� tag a bestie you’d want to wear Best Friends necklaces with (multiple entries encouraged!) �� follow @tacobellcanada on TikTok Good luck! #TBBFF #TacoDiamonds ♬ original sound - Taco Bell Canada
The entire campaign takes place on TikTok and Instagram over the next couple of weeks. Wavemaker handled the buy, while Dentsu worked on creative.
To enter, people must follow Taco Bell on Instagram or TikTok, like a post, and tag their friends. The Yum Brands-owned Mexican QSR will also host a two-day pop-up event “celebrating best friends” in Toronto to show off the diamonds.
Taco Bell didn't say much about how it made the four 1-carat diamonds from tacos, only that they're the result of a 12-month process at a “top secret, undisclosed location.”
But lab-grown diamonds have become a booming business in recent years, with sales increasing 38% to $12 billion last year. The diamonds are made by putting pure carbon in a machine that exerts extreme heat and pressure.
Taco shells are made from corn and corn plants actually contain a great deal of carbon: “Corn will contain, on a whole plant basis, approximately 43% carbon (C) by weight,” according to this Michigan State University paper.
