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If you buy something from Taco Bell’s dollar menu, then you’re part of the Belluminati, a “not-so-secret secret society,” according to CMO Marisa Thalberg. Two new 30-second spots from Deutsch nod to the Illuminati—a secret famed secret society with a storied history that we won’t get into here—with Taco Bell’s spin on it to elevate value messaging.
Hm...programming us to all accept only being able to afford "dollar menu" items?