Taco Bell(R) Gets You Behind the Camera Lens of Sports Illustrated's Famed Swimsuit...

Taco Bell(R) Gets You Behind the Camera Lens of Sports Illustrated's Famed Swimsuit Issue

DirectDaniella.com Takes to the Beach as SI Swimsuit Model
Daniella Sarahyba Poses Just for You in a One-of-a-Kind Interactive
Experience
IRVINE, Calif.--(Business Wire)--
Imagine standing on the shores of an exotic beach, the warm sand
beneath your feet while the sun glistens off your back. You are
enjoying the sound of the waves crashing behind you, when suddenly a
gorgeous supermodel walks up and asks, "Are you my photographer?"
Welcome to Taco Bell's Direct Daniella interactive experience.

Taco Bell(R) has teamed up with Sports Illustrated and 2008
swimsuit model Daniella Sarahyba to create a one-of-a-kind online
swimsuit photo shoot, Direct Daniella, where users become the
photographer with the exotic Brazilian beauty. Virtual photographers
can get behind the lens beginning on Tuesday, February 12, 2008 at
www.DirectDaniella.com.

Taco Bell's Direct Daniella Web site, created by Draftfcb Orange
County, is supported with an integrated marketing campaign, including
print and online advertising, media tour with Daniella Sarahyba and
for the first time ever, in-store promotion via Taco Bell's iconic
Sauce Packet. The debut coincides with the launch of the 2008 Sports
Illustrated Swimsuit Issue. Taco Bell will support its Direct Daniella
program with three consecutive pages of print advertisements in the
Sports Illustrated Swimsuit Issue, online banners on SI.com, ESPN.com,
MTV.com and VH1.com and an integrated public relations media tour.

Visitors to the site will "direct" Daniella in their very own
online photo shoot, set on the beautiful beaches of Grand Cayman
Island. The site will feature several scenes of exclusive footage that
visitors will be able to choose from for Daniella's shoot including
the model playing volleyball, lying on the beach, and lounging in a
hammock. Interactive photographers can tap into their creative side
and select different angles and settings to capture the perfect shot
of Daniella. The site also allows users to share their photos with
friends by sending them a site link or downloading their own images.

"The hotly anticipated Sports Illustrated Swimsuit Issue is a
great vehicle to reach our core target, and we wanted to involve them
from a unique, personalized perspective," said David Ovens, Chief
Marketing Officer, Taco Bell Corp. "Direct Daniella.com is a fun way
to engage with our consumers online, getting them inside a swimsuit
photo shoot. To grab their attention in-store, we're utilizing more
than 208 million limited-edition purple Direct Daniella.com Hot Border
Sauce Packets during the promotion, the first time it has been printed
without its iconic 'sauce wisdoms'."

About the 2008 Sports Illustrated Swimsuit Issue

A crown jewel of publishing, the Sports Illustrated Swimsuit Issue
will be read by more than 70 million people worldwide, with an
estimated 249 million page views on SI.com/swimsuit. In addition to
its vast U.S. readership, the 2008 SI Swimsuit Issue will be
distributed in more than 10 foreign countries including China, Czech
Republic, Greece, Mexico, Netherlands, Russia, Slovakia, South Africa,
Spain and Taiwan. Since it's debut in 1963, the Swimsuit Issue has
become a symbol of American culture and the issue has spawned a line
of top selling products including calendars, videos and mobile
downloads. The 2008 Sports Illustrated Swimsuit Special premieres on
TNT this Saturday, February 16, at 11 p.m. ET.

About Taco Bell Corp.

Taco Bell Corp. ("Taco Bell"), based in Irvine, California, is the
nation's leading Mexican-style quick service restaurant chain. Taco
Bell serves tacos, burritos, signature quesadillas, Grilled Stuft
Burritos, nachos, and other specialty items such as Crunchwrap
Supreme(R), in addition to a wide variety of Big Bell Value Menu(R)
items. Taco Bell serves more than 36.8 million consumers each week in
nearly 5,600 restaurants in the U.S.

Taco Bell Corp
Rob Poetsch / Will Bortz, 949-863-3915
rob.poetsch@tacobell.com
will.bortz@tacobell.com
or
Sports Illustrated
Karen Dmochowsky, 212-522-8473
Karen_dmochowsky@timeinc.com
or
Cohn & Wolfe
Rob Novickas / Rick Rhodes, 310-967-2900
rob_novickas@cohnwolfe.com
rick_rhodes@cohnwolfe.com

Copyright Business Wire 2008