Taco Tuesday just got a major Latin music upgrade.

Puerto Rican superstar Myke Towers has partnered with Taco Bell for a massive campaign across Latin America, the Caribbean, and Spain, bringing fresh energy and cultural meaning to the iconic weekday tradition.

The campaign — titled “This Is Your Sign to Go to Taco Bell on Tuesday” — isn’t just about tacos. It’s rooted in a deeply personal moment from Towers’ early career that shaped the artist he would become.

A $10 Moment That Changed Everything

Back in 2015, before global fame and chart-topping hits, Towers found himself at a low point — little money, uncertainty about his future, and just $10 in his pocket. He walked into a Taco Bell, not knowing that a simple fan interaction would change his mindset.

A young fan asked him for a photo. Towers almost brushed it off, but then realized something powerful: the fan had no idea what he was going through — he just saw an artist worth meeting.

A friend told him afterward, “That’s your sign. You’re going to be big.”

That moment stuck. Towers says it helped him realize his potential outside Puerto Rico and pushed him to think bigger. Fast-forward a decade, and the same place tied to one of his hardest days is now connected to one of his biggest career partnerships.

Taco Tuesday, But Make It Cultural

Now, Taco Bell and Myke Towers are turning that story into a movement. The campaign blends music, culture, and motivation, encouraging fans across 10 countries to see everyday moments as turning points.

The rollout includes social media activations, billboards, and limited-edition merch, with Towers at the center — not just as a face of the campaign, but as someone whose real-life journey reflects the brand’s “Live Más” spirit.

The Search for the Photo

To bring the story full circle, Towers is asking fans to help find that original photo from 2015 — the one taken on one of his lowest days. His message to that fan?

“If you’re seeing this… we need to frame that moment no matter what.”

And Yes, He Really Loves the Food

This isn’t just a corporate deal. Towers is a longtime Taco Bell fan, and his go-to order is the original hard-shell taco — though he also rides for soft tacos and quesadillas. He jokes he could eat 10 tacos in one sitting.