Once a term constricted by trademark barriers, "Taco Tuesday" now enjoys enhanced freedom thanks to Taco Bell Corp. In 2023, Taco Bell spearheaded the effort to "liberate" the term, which had been under the trademark ownership of Wyoming-based taco outlet, Taco John's, since 1989. For years Taco John’s zealously protected its rights, issuing cease and desist orders to those who dared to use the trademark phrase.

However, amid the mounting pressure from Taco Bell, which included a petition to the US Patent and Trademark Office, the owners finally gave in. Taco John's surrendered the trademark, offering the popular food phrase up for general use. Taco Bell, instrumental in this shift, decided to mark the newly-minted liberation of "Taco Tuesday" setting up a tantalizing Taco Discovery Box for just $5.

This loaded Taco Discovery Box was unveiled on a Tuesday and epitomizes the best of Taco Bell. Its contents comprise the new fan-favorite – the Cantina Chicken Crispy Taco, as well as the Crunchy Taco and Doritos Locos Taco. It even comes with a medium beverage to savor and complete your meal.

However, like most enticing offers, this deal is time-stamped and will only be available for Taco Tuesdays from April 23 through June 4. It can be ordered for in-restaurant dining, via the Taco Bell website or app.

"Freeing the term 'Taco Tuesday' last year was just the beginning of this adventure, now we have the responsibility to continue delivering innovative, exciting, and value-packed experiences that render Taco Bell an essential part of their Tuesday plans," says Taylor Montgomery, Taco Bell's Chief Marketing Officer. "Our fast-rising fan-favorite Cantina Chicken Menu, and the inclusion of the Cantina Chicken Crispy Taco in the special $5 Taco Discovery Box will widen their palate for this popular dish."

In its bid to herald the special offer, Taco Bell rolled out a new ad spot. Leaning on the star power of “two iconic Taco Tuesday aficionados," LeBron James and Jason Sudeikis, the ad urges everyone to "revolutionize their Tuesday routines". Aptly titled “Taco Twosday," the ad champions trying new things.

Sudeikis, basking in the Taco Tuesday glory, said in a press release, "Our mission is to inspire an appetite for discovery on Tuesdays. It could be a novel taco, a fresh combo of your go-to favourites, or simply stepping outside your weekly monotony. Taco Bell’s Taco Tuesdays offer the perfect chance for a delightful change!” And, of course, Sudeikis hit the nail on the head.