Taco Bell, which Ad Age has named its Marketer of the Year, turned around four years of poor sales by setting itself up as a lifestyle brand with the 2012 introduction of its "Live mas" slogan and its first Doritos Locos Tacos. The Doritos tacos helped turn a 1.4% sales decline in 2011 to an 8% increase in 2012. Under Draftfcb and Deutsch, Taco Bell heavily targeted millennials on social media and increased its ad budget by 12% in 2012.

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