Taco Bell is enlisting Lil Nas X as the brand’s “Chief Impact Officer.” After making Cashmere its “culture agency,” Taco Bell is tapping into Lil Nas X’s young fanbase and influence as a pop culture icon by naming him as its “chief impact officer”—the QSR’s latest move to deeply integrate culture into its brand strategy. During his first 60 days, Lil Nas X will offer an exclusive experience surrounding the release of his upcoming album and help the brand launch new menu offerings. The artist will also narrate a series of storybook-style spots as part of the brand’s “Breakfast, In Bedtime Stories” campaign. With Lil Nas X being a former Taco Bell employee, the brand hopes to drive a sense of authenticity and impact through the partnership, and plans to strengthen its philanthropic efforts by funding a Live Más scholarship foundation (Lil Nas X is set to announce award recipients) and continuing its Feed the Beat program. (Marketing Dive)
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