Taco Bell successfully petitioned to cancel its longstanding U.S. trademark on the phrase “Taco Tuesday,” arguing it should belong to everyone. Fronted by LeBron James, who had previously faced a trademark issue over his use of the phrase. The effort generated massive PR results, and culminated in Taco Bell relinquishing the trademark so anyone could use “Taco Tuesday.”

Role: EVP, Group Strategy Director 

Agency:Deutsch LA

Brand: Taco Bell