Volcano Menu HotlineButton

PARIS HILTON
X TACO BELL

Taco Bell’s hottest Y2K menu items brought back by the hottest Y2K icon.

it's back

In 2023 the 2000s were hot again. So we brought back our hottest Y2K menu item, the Volcano Menu, with THE celebrity known for “that’s hot.”

We launched the campaign by leaking a re-creation of one of Paris Hilton’s viral paparazzi moments from 2000s pop culture.

Bests moments Paris Hilton
spicy

Days later, we fully released our campaign with a throwback 1-800 infomercial letting fans know they could call the expert on what’s hot, Paris Hilton, for hot advice and hot tacos.

Bests moments Paris Hilton

From our Y2K infomercial to our throwback hotline, we created iconic sound bites from Paris and featured an early release of Paris’s new single, “Hot One,” as part of the campaign.

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Paris and Taco Bell brought the heat with social content promoting the hotline, including a created sound on TikTok featuring her new single.

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Paris thought our campaign was as hot as we did. After our partnership ended, she continued to promote our campaign unprompted, proving that partnering with celebrities that are fans of your brand pays off.

Paris Hilton Tik Tok
Paris Hilton Tik Tok
Paris Hilton Tik Tok
Paris Hilton Tik Tok
Paris Hilton Tik Tok
Fans called us. Even if it was just to hear Paris say, “That’s hot.”
1:30 min
Callers spent over 1 minute
on the hotline
99%
Callers stayed on the hotline
with a 99% completion rate
12.22B
Estimated 12.22 billion impressions
from users and press
Sold Out
The Volcano Menu sold out
in major locations in days
that's hot
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Not hot enough? Maybe you pressed the wrong number.

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