Taco Liberty Bell


On April 1, 1996 a full page ad appeared in six major American newspapers (The Philadelphia Inquirer, New York Times, Washington Post, Chicago Tribune, Dallas Morning News, and USA Today) announcing that the fast food chain Taco Bell had purchased the Liberty Bell. The full text of the ad read:

Taco Bell Buys The Liberty Bell
In an effort to help the national debt, Taco Bell is pleased to announce that we have agreed to purchase the Liberty Bell, one of our country’s most historic treasures. It will now be called the “Taco Liberty Bell” and will still be accessible to the American public for viewing. While some may find this controversial, we hope our move will prompt other corporations to take similar action to do their part to reduce the country’s debt.

In a separate press release, Taco Bell explained that the Liberty Bell would divide its time between Philadelphia and the Taco Bell headquarters in Irvine. It compared the purchase to the adoption of highways by corporations. Taco Bell argued that it was simply “going one step further by purchasing one of the country’s greatest historic treasures.“ The company boasted, “Taco Bell’s heritage and imagery have revolved around the symbolism of the bell. Now we’ve got the crown jewel of bells.“



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