Taco Bell is coming in HOT with nostalgia for the return of the 2000s fan favourite Volcano Menu. To spice things up, Taco Bell is partnering with the queen of heat, Paris Hilton for a themed advice line: that’s hot. As promised, the fan-favourite Volcano Menu returns nationwide on June 29th and even earlier for Taco Bell Rewards members with exclusive early access on June 27th.
To bring back a trio of options so hot and so Y2K, Taco Bell has called on no other than Paris Hilton to do the honours. Long time Taco Bell fan and resident expert on what’s hot, Paris Hilton joins in to celebrate the return of the iconic menu with the launch of the brand’s first-ever hot line. Fans will now have the chance to get advice straight from the source of what’s hot and what’s not: Paris Hilton. Need a little life coaching? Covered. Still wondering if bangs are a good idea? She’ll tell you. After dialling into the Hot Line at 1-844-THTS-HOT, fans can engage with a selection of six pre-recorded messages while relishing in the heat the Volcano Menu offers.
“Taco Bell’s Volcano Menu isn’t just iconic, it’s the epitome of hot,” said Paris. “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.”
The long-awaited return has been fuelled by the menu items’ cult-like following through online petitions, social media pleas and various at-home attempts of those looking to recreate the rich and spicy blend of cheeses and fiery red jalapeño peppers the original Lava Sauce is known for. Since its inception, the Volcano Menu has filled the hearts and stomachs of fans yearning for authentic Taco Bell flavours paired with a flavourful taste of heat and spice.
“We’re always listening to our fans, and the extensive passion and needs of the Volcano fanbase could no longer go unmet” said Taylor Montgomery, US chief marketing officer. “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.”
“We brought together two Taco Bell icons from the aughts, the Volcano Menu and Paris,” said Matt Ian, co-chief creative officer, Deutsch LA. “Between Paris’ signature catchphrase ‘That’s Hot’ and the heat that the Volcano delivers, she was the perfect partner to celebrate the return of this spicy menu.”
“Paris Hilton’s iconic presence and Taco Bell’s HOT flavours are coming together to create a deliciously nostalgic experience that will transport you back to the turn of the millennium,” said Krystal Hauserman, CMO of Paris Hilton’s next-gen media company, 11:11 Media. “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 epic comeback will be the third time fans can satisfy fire filled taste buds, thanks to the Volcano Taco, Double Beef Volcano Burrito and with it, Lava Sauce. The Volcano Taco holds seasoned beef, shredded lettuce, a three-cheese blend and, of course, Lava sauce in an iconic fiery red Volcano crunchy taco shell for $2.49. The Double Beef Volcano Burrito wraps seasoned rice, seasoned beef, a three-cheese blend, reduced fat sour cream, crunchy Fiesta tortilla strips and Lava sauce in a warm flour tortilla for $3.99. Fans craving the same heat on their favourite core menu item like the Crunchwrap Supreme or bean and cheese burrito can do so by adding Lava Sauce for just $1.