Taco Bell's latest collab? Crocs
Taco Bell announced today it has teamed up with Crocs to launch a Mellow Slide limited-edition collaboration. The Crocs Mellow Slides are inspired by Taco Bell's signature colors - black and purple - and include "Live" and "Mas" imprinted separately in white within each foot bed.
More Context
What is the collaboration between Taco Bell and Crocs?
"Like Taco Bell, Crocs is all about tapping into culture and allowing their passionate fans to express themselves," Taco Bell CMO Taylor Montgomery said in a statement. "We tapped into that link between the two brands, and we're pumped to be able to share this exclusive Taco Bell x Crocs Mellow Slide with our fans."
Related: Taco Bell recruits another hot sauce partner for its Nacho Fries
The special Crocs are available June 28 exclusively on crocs.com and will be sold for $60. Taco Bell loyalty members who have reached Fire! Tier status will be provided with early access beginning June 20.
More Context
What is the release date of the limited-edition slides?
"We're always looking for unexpected ways to give back to our Rewards Members and giving them early access to order their own pair of slides feels perfect as everyone gears up for the summer," Montgomery said.
Crocs' comeback after 20 years in business has been largely driven by celebrity endorsements, Gen Z consumers and an appearance on a runway during Paris Fashion Week in 2017.
During Yum Brands' Investor Day in December 2022, Taco Bell CEO Mark King noted that "the idea of brand buzz" driven by "big moments creates transactions." He pointed the chain's Super Bowl campaign featuring Doja Cat, the Mexican Pizza launch after fan-created petitions, and the Taco Bell Hotel & Resort in Palm Springs as examples.
"We used to have just a calendar of being on TV. Now we have a calendar of being on TV and creating events and moments and we'll have 12 of those moments next year," he said. "It's been a big learning for us that our core customer - Gen Z - doesn't watch a lot of TV. This learning is the evolution of how we market our brand to our consumer base."