The Taco 12 Pack is pretty much the best item on the entire Taco Bell menu. But the lame box it came in didn't live up to all the goodness on the inside.

So we changed it.

We knew that if you were buying the Taco 12 Pack, you were probably enjoying it with a few friends. And when you’re hanging with your friends, you’re probably going to be listening to some tunes. So we created a box that didn’t just deliver tacos, it delivered music too.

Taco Bell had long supported indie bands with their Feed The Beat Music Program, so we turned the box into a device that not only promoted the Program but also played music from the bands involved. All you had to do was use the QR code to access their music and you’d instantly have great music and tacos.