Myke Towers Signs Major Deal With Taco Bell for Global Campaign

Myke Towers has inked a substantial partnership with Taco Bell spanning the United States, Latin America, the Caribbean, Spain, and Puerto Rico. The reggaeton and Latin trap artist's track "Sunblock" anchors the fast-food chain's new commercial for its Chicken Bacon Ranch Street Chalupas.

The collaboration marks a significant moment for the Puerto Rico native, who has become one of the world's most-streamed Latin artists. Towers earned two Latin Grammy nominations and built his reputation on genre-blending hits including "Soleao," "LALA," "Degenere," and "La Falda."

Karla Patino, Chief Marketing Officer for Taco Bell in Latin America and the Caribbean, framed the partnership as a natural fit. "Myke is an artist who inspires people to move, emotionally, creatively, culturally," Patino said. "His journey mirrors the spirit of Live Más: bold, expressive, and authentically connected to the communities we serve."

The campaign carries personal weight for Towers. In 2015, while recording in Miami with only $10 in his pocket, he and two friends walked to Taco Bell. A fan recognized him and requested a photo—a moment Towers initially dismissed as unlikely. His friend's response proved prophetic: "That's a sign. You're going to be big."

Reflecting on that encounter a decade later, Towers described it as a turning point in his mindset. "I had no faith in myself in that moment," he recalled. "It was part of a process. God puts you through things to see how you react. That day was my first sign, even if I couldn't recognize it yet. Life has a way of sending you signs, moments that tell you to keep going, to dream bigger, to own your path."

Taco Bell rolled out Taco Martes (Taco Tuesday) promotions across participating markets in the LA&C region and Spain. The initiative invites customers to share the pivotal moments and signals that define their Tuesdays. Participants have the opportunity to win exclusive Taco Bell x Myke Towers merchandise in their respective countries.