Gold
Award
The Last Hater
Taco Bell
United States
2026
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Entrant Company
Deutsch
Entry Type
Product/Service
Launch Country
United States
Program
Clio Sports 2026
Medium Type
Professional
Medium
Public Relations
Category
Launch/Relaunch/Rebrand
For more than a decade, Nikola Jokić had refused to eat Taco Bell after ESPN aired a Quesarito commercial instead of his 2014 NBA Draft selection.
That’s why, to relaunch the Quesarito, Taco Bell turned one of basketball's longest-running inside jokes into a real-world PR campaign to convince the NBA's most famous Taco Bell critic to finally give the Quesarito a chance. Through billboards, surprise game-day moments, fan activations, and earned media, the campaign culminated with Jokić finally trying the product.
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