Taco Bell just launched "emotional support tacos"

Iconic fast-food chain Taco Bell has unveiled L.O.C.O.S. (short for "Loss Or Celebration Outcome Support"), a new global marketing campaign built around the idea that tacos can help fans process just about any emotional state, from championship euphoria to soul-crushing defeat. The campaign launches alongside this summer’s World Cup, turning the fast food chain into a carb-laden emotional support system.

The premise is simple: whether your team wins or loses, through July 13, Taco Bell Rewards members can open the Taco Bell app and choose between two modes—Celebration Mode or Support Mode—depending on their current emotional condition. Fans can unlock rewards, complete weekly challenges and, on their first play, score a taco.

"Fandom has a way of making every moment feel bigger—the wins feel sweeter, the stakes feel higher and Taco Bell has always been there to support those moments," said Taylor Montgomery, Taco Bell's global chief brand officer. "L.O.C.O.S. takes an existing fan behavior and builds a global platform around it, giving Taco Bell a bold new way to show up for fans in moments they care about most."

The campaign won't live exclusively on your phone. Starting tomorrow, June 25, Taco Bell will bring L.O.C.O.S. activations to New York City and Los Angeles, complete with free tacos, photo ops, surprise giveaways and, intriguingly, scream booths designed for anyone who needs to celebrate a dramatic win—or yell into the void after a loss.

Taco Bell is also taking the concept international, with pop-ups, giveaways and taco drops planned in Canada, the United Kingdom, Australia, Brazil and Spain. "No matter where you are in the world, fandoms may look different, but the feelings are universal: celebration, disappointment, loyalty, and the need for a taco when the moment calls for it," said Amy Durini, Taco Bell International's chief marketing and strategy officer.

Is an emotional support taco medically recognized? Almost certainly not. But if your team gets knocked out in penalties this summer, Taco Bell would like you to know help is available—and it comes in a tortilla.