Perhaps no brand has tried to appropriate millennial lingo as shamelessly as Taco Bell. Witness the Taco Bae sweatshirts and tweets.
— Taco Bell (@tacobell) April 8, 2014
Unfortunately, sometimes this backfires, such as when Taco Bell’s CEO Brian Niccol claimed his marketing messages were “on cleek” on an investor call in the summer of 2015. You can listen to the audio clip on the Exception Magazine’s Facebook page.
“When we do the brand message consistently, we end up in a place where, to borrow a millennial phrase, we’re on cleek,” Niccol said, pronouncing ‘on fleek’ mistakenly as ‘on cleek.’
“Not everybody in this room probably knows what I’m talking about right now. That means you’re on point, all right? That means you have momentum. That’s how millennials talk about, ‘You get me.’”