Taco Tuesday just got tastier. Puerto Rican superstar Myke Towers has teamed up with Taco Bell for a Latin America, Caribbean and Spain-wide partnership to bring a fresh vibe to the classic taco day, Billboard Español can exclusively announce.
The campaign, called “This Is Your Sign to go to Taco Bell on Tuesday,” is inspired by a formative moment in Towers’ early career in 2015. “I went one day when I felt I was at my lowest point, without money, to a Taco Bell,” the Billboard chart-topper explains over Zoom. With only $10, he bumped into a fan who approached him for a photo. Towers initially thought it was a joke, but what followed was a defining moment of clarity: “I said, ‘All right, I’ll take the photo because he doesn’t know what I’m going through.’”
“That’s your sign. You’re going to be big,” his friend told him. “And that was the first moment that I thought, ‘By being outside of Puerto Rico, I’m going much bigger.’ Now look at me today,” Towers reflects.
Towers now credits that day with rekindling his belief in himself even when the path forward wasn’t clear. Over a decade later, what was once “a bad day” is now an anecdote he looks back on with pride. “What I’ve become made Taco Bell take notice of me and say: ‘That’s the connection, you know?’ Sooner or later, it was just a matter of staying on the right path,” adds Towers.
In honor of that pivotal day, Towers is asking fans to help him relocate the lost photo. And his message to whoever captured that image is clear: “If you’re seeing this, the person who took the photo with me, we need to frame that moment no matter what,” he tells Billboard.
The Taco Bell campaign is infused with an optimistic message about finding meaning in everyday moments. A mix of social activations, billboards and limited-edition merch will accompany Myke Towers as he joins fans from 10 countries — across Latin America, the Caribbean and Spain — to turn an ordinary weekday into a reason to celebrate.
“Myke is an artist who inspires people to move, emotionally, creatively, culturally,” said Karla Patino, chief marketing officer at Taco Bell LA&C, in a press release. “His journey mirrors the spirit of Live Más: bold, expressive, and authentically connected to the communities we serve. This is a milestone partnership for Taco Bell, and we’re thrilled to bring his voice, his energy, and his global fanbase into the Taco Bell family.”
“Being chosen for this Taco Tuesday theme, which we all know is huge, the impact we have in Latin music is what brought us together,” the artist says. “I know Taco Bell is going to make a big impact worldwide, because there are so many of us Latinos — we’re going to represent.”
Towers, a self-proclaimed Taco Bell fan, is also passionate about the food. His go-to order? The original hard-shell. “I could eat 10 tacos right now while talking to you,” he laughs. While the original one is his favorite, he also loves the soft taco and quesadilla.
And who knows? Maybe his now-legendary Taco Bell photo will finally resurface during the movement it helped inspire.
