Building Brand Love Through Legal Action

When Deutsch LA and their partners at Taco Bell discovered "Taco Tuesday" was trademarked by another taco chain, so that they (and only they) were able to promote that glorious day, they felt an absolute injustice had been perpetrated against every taco lover in America (which is pretty much everyone in America). The trademark hindered other businesses, including small ones, from promoting Taco Tuesday. As the leading taco brand, Taco Bell felt it their duty to take action on behalf of everyone’s right to say, and celebrate, Taco Tuesday however, and more importantly WHEREVER, they wanted. So they filed a legal petition to challenge this gatekeeping trademark - and turned this legal action into a cultural movement by leveraging the legal filing as creative, activating lawfluencers to simplify legal jargon for consumers, and galvanized supporters by enlisting Taco Tuesday’s biggest fan: none other than LeBron James.

Join us as Deutsch LA’s Executive Vice President, Managing Director Josh Jefferis and Taco Bell's Legal Director Anna Aberman share how they partnered to free the "Taco Tuesday" trademark for all who love tacos.