By Allison Watkinson
TLL Reporter
Taco Bell and Paris Hilton have teamed up on a limited-edition marketing campaign to promote the return of the brand’s Volcano Menu.
Taco Bell initially introduced the Volcano Menu in 1995 as a limited-edition promotional item for the theatrical release of Paramount Pictures sci-fi movie, Congo. The menu includes the Volcano Taco, the Double Beef Volcano Burrito and Lava Sauce.
The return of the menu items was inspired by numerous social media posts, at-home menu replication attempts, and online petitions by fans of the original Volcano Menu.
This new promotion will be the third time that the Volcano Menu will be available to Taco Bell customers in the U.S.
“We’re always listening to our fans, and the extensive passion and needs of the Volcano fanbase could no longer go unmet” said Taco Bell CMO, Taylor Montgomery. “Taco Bell is always looking to deliver on the ‘surprise’ factor for fans and build on our reputation of choosing authentic partnerships with those who are already mega-fans. So, to bring the heat for this major campaign, we called on none other than Paris Hilton. Always in-the-know of what’s hot, Paris will help bring back these beloved items of the 2000s that never go out of style.”
The Taco Bell x Paris Hilton promotional partnership features a toll-free Volcano Menu-inspired advice line for the U.S. that includes six pre-recorded messages from Paris Hilton. The ‘That’s Hot, Hot Line’ can be reached at 1-844-THTS-HOT from June 26 to Aug. 2, 2023.
“Taco Bell’s Volcano Menu isn’t just iconic, it’s the epitome of hot,” said Hilton. “I am loving being a part of this Y2K revival with my very own Hot Line and hope fans will take my advice to sliv más.”
Paris Hilton is an entertainment celebrity, media personality, businesswoman, and socialite who rose to fame in the late 1990s and early 2000s.
The development of the Taco Bell x Paris Hilton promotional partnership was aided by Hilton’s global multi-platform entertainment company, 11:11 Media.
“Paris Hilton’s iconic presence and Taco Bell’s HOT flavors are coming together to create a deliciously nostalgic experience that will transport you back to the turn of the millennium,” said 11:11 Media CMO, Krystal Hauserman. “The hotline is just the beginning! Fans will be able to join in other fun ways including on TikTok and through new music by Paris that will make you say, That’s Hot!”
The Volcano Menu officially returned to Taco Bell locations in the U.S. on June 29 and was available for Taco Bell Rewards members through exclusive early access on June 27.
Beginning on July 6, the Volcano Menu items can be ordered on the Taco Bell app, DoorDash, Uber Eats, Postmates and Grubhub for a limited time.