Yum Brands Inc (YUM)

Charles Barkley Featured in Ad â?? Airing During Footballâ??s Biggest
Game, Highlights New Value Meal, Taco Bellâ??s Marketing Partnership with
the NBA

IRVINE, Calif.--(BUSINESS WIRE)--
Taco Bell®, the Official Quick Service Restaurant of the NBA, announced
today the debut of its new NBA Five Buck Box that is sure to satisfy big
appetites for value and basketball, while its ad creative is sure to
excite the nearly 100 million viewers of Footballâ??s Biggest Game. The
box includes five Taco Bell All-Star menu items in special NBA-themed
packaging, which includes images of some of the leagueâ??s biggest stars.

The Taco Bell NBA Five Buck Box integration will be promoted through
television and radio ads featuring Basketball Hall-of-Famer and Emmy
Award-winning commentator Charles Barkley that will air before, during
and following Footballâ??s Biggest Game. In-store signage, on-air
broadcast mentions and on-site activities during NBA All-Star 2010 will
also raise awareness.

Available at participating Taco Bell locations nationwide, the NBA Five
Buck Box comes in two varieties:

• 
  Volcano Box: Includes the Volcano Taco, Volcano Double Beef Burrito,
  Crunchy Taco, Cinnamon Twists and a medium drink.
  


• 
  Cheesy Gordita Crunch Box: Features the Cheesy Gordita Crunch, Burrito
  Supreme®, Crunchy Taco, Cinnamon Twists and a medium drink.
  

â??Consumers with a hunger for value now have more options with the
exciting, convenient and portable NBA-branded big-boxed value meal,�
said David Ovens, Chief Marketing Officer, Taco Bell Corp. â??By combining
great NBA talent with the great flavor of Taco Bell, the NBA Five Buck
Box will satisfy even the hungriest sports fans.�

Taco Bell is supporting the launch of the NBA Five Buck Box with
broadcast TV and radio ads featuring Barkley. Debuting Thursday, January
28, the first set of :15 and :30 television ads titled â??Poemâ? present a
prim and proper â??Sir Charlesâ? in his study while contemplating a poem
that best describes the NBA Five Buck Box. These â??to be continuedâ?
spots, which will run nationally, serve as a humorous teaser for the
concluding ads to come.

On Sunday, February 7, during the biggest game in football, â??It Rocksâ?
makes its debut with Barkleyâ??s complete musical rhyme and features a
special appearance from Los Angeles Lakers forward, Lamar Odom. The ad,
created by Draftfcb Orange County in conjunction with House of Usher
(production), Hatch (digital special effects) and Method Studio (special
effects), will run nationally through March 7, accompanied by :60, :45
and :30 radio versions. The spot was directed by Kinka Usher.

â??The key was to be more than entertaining but to also deliver a clear
and memorable product offering,� said Teddy Brown, Executive Creative
Director, Draftfcb Orange County.

Barkleyâ??s presence with the Taco Bell and NBA partnership extends to a
viral promotion that goes live February 28. Visitors to www.tacobell.com/bigbox,
www.youtube.com/tacobell
and the Taco Bell mobile site at m.tacobell.com can find exclusive video
called â??5 Seconds with Sir Charles.â? These six :05 videos offer quirky
thoughts from Barkley on topics including history, craftsmanship,
trophies and Taco Bell® Cinnamon Twists. The videos, which will be
promoted virally, are accompanied by the :15 and :30 television ads.

â??Taco Bell has a long history of engaging restaurant promotions and
entertaining television commercials, and this new effort is sure to
resonate with NBA fans,� said Mark Tatum, NBA Executive Vice President
of Marketing Partnerships. â??The NBA Five Buck Box and new advertising
campaign are a great way to generate excitement for our game and is a
great prelude to what youâ??ll see from our partnership at NBA All-Star
2010.�

About Taco Bell Corp.

Taco Bell Corp. (â??Taco Bellâ?), a subsidiary of YUM! BRANDS, Inc.,
(NYSE:YUM), is the nationâ??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®, in addition to the 79-89-99 Why Pay More!®
Value Menu. Taco Bell serves more than 36.8 million consumers each week
in nearly 5,600 restaurants in the U.S.

About the NBA

The NBA, founded in 1946, is a professional sports league and global
business that features 30 teams in the United States and Canada. During
the 2009-10 season, NBA games will reach 215 countries and territories
in 41 languages. The leagueâ??s worldwide reach is also displayed in the
80 international players from 35 countries and territories on NBA
rosters. NBA merchandise is sold in more than 100,000 stores in 100
countries on six continents. NBA.com averages more than 26 million page
views per day, with more than 50 percent of the siteâ??s visitors coming
from outside of North America. Through NBA Cares, the league, its teams
and players have donated more than $115 million to charity, provided
more than one million hours of hands-on service to communities around
the world, and created more than 440 places where kids and families can
live, learn, or play.

Source: Taco Bell