Partner Jeff Van Hoosear co-authored “What’s My Taco Bell Doing In Your Forever 21?” in the Orange County Business Journal. Access the PDF below to read the full article.
Excerpt: Some of you will remember a series of television commercials in the 1980s run by Reese’s Peanut Butter Cups that used the phrase “you got your chocolate in my peanut butter!” The commercials ended with the tagline “Two great tastes that taste great together.” The title of this article refers to two great trademarks – Taco Bell and Forever 21 – that the parties hope will work great together. Taco Bell and Forever 21 recently announced that they have teamed up to offer a line of apparel both on-line and in stores, including Forever 21’s stores in Southern California. The apparel will utilize various Taco Bell trademarks, trade dress and related Taco Bell branding. Several items will mimic the look of Taco Bell hot sauce packets. Why would a fast food brand team up with a fast fashion brand? Entering a new territory, in this case the fast fashion industry, elevates the Taco Bell brand by placing it at the center of millennial culture.
Reprinted with the permission of the Orange County Business Journal
