Taco Bell is returning to the Super Bowl after a two-year hiatus to unveil a new, as-yet-undisclosed product.
The company said Thursday morning that it will air one 30-second spot in the first quarter of the game, its first appearance in the Super Bowl since 2013. Super Bowl 50 will air on CBS on Feb. 7.
Taco Bell has begun teasing the ad's approach and the product it will promote, releasing a self-redacted press release:
This is the first time in ... history that a ... and ... are coming together – and it's happening on .... For those who can't wait until .. to try the ... Taco Bell is inviting fans to join in the excitement by ... the ... on Ta.co starting February ... To the delight of ...-lovers everywhere, ... will be available February ... days ... its .
The company plans to continue to release tidbits through a series of ambiguous activities and pop-up events.
"We aren't revealing details of our spot until the big game, but we will have ways for our fans to engage with us in the weeks leading up to Super Bowl 50," Chris Brandt, chief concept and brand officer for Taco Bell, said in a statement. "This build up will pay off with one of the most exciting announcements from the Taco Bell brand to date."
Taco Bell is working with Deutsch L.A. on the spot.
This story originall appeared on Adage.com.