When Taco Bell set out to do something no QSR brand had ever done, unveil an entire year of product launches, partnerships, and programs in a single moment, they turned to Biite to bring the vision to life. The result was Live Más LIVE, a first-of-its-kind keynote-meets-concert-meets-culture-bomb staged on sports’ biggest weekend, across from the Wynn in Las Vegas.

Biite worked hand-in-hand with Taco Bell to concept, script, design, and produce the brand’s inaugural live product announcement event. Inspired by the tech world’s obsession with keynote drops, we transformed Taco Bell’s roadmap into a live spectacle. The event was attended by fans, creators, and cultural figures, and livestreamed to Taco Bell’s most loyal audience at home.

Live Más LIVE was a multi-sensory showcase hosted by Davante Adams and Davis Burleson, with performances from LP Giobbi, Omar Apollo, and Armani White. But more than an event, it was a proof of concept: that a QSR brand can launch with the swagger of a sneaker drop and the showmanship of a tech company. 

The event even landed Taco Bell CEO Sean Tresvant on the cover of Fast Company’s 50 Most Innovative Companies issue. Taco Bell came in at #8, one spot ahead of OpenAI.

As Biite CEO Guto Araki put it, “Tech brands use keynotes to signal innovation. Taco Bell already is one of the most innovative brands in food — we just gave them the format to match it.” Live Más LIVE made headlines, ignited conversation across platforms, and reframed how brands in legacy categories can act like leaders in culture.

Because in 2024, you don’t just market product — you build moments. And Biite builds moments that sell out.