This post is part of our Ads Gone Bad series. Share your thoughts and memories of this ad in the comments, and be sure to check out our other posts on marketing gone wrong.
Restaurant giant Yum Brands (NYSE: YUM) owns and operates several popular fast food chains like Pizza Hut, KFC, A&W, and of course Taco Bell. The Taco Bell chain features lower quality, packaged ingredients, frozen meats, and poultry, and all at low prices. Fair enough, it's a fast food joint and the food overall is okay-to-good -- depending on one's mood!
The Taco Bell dog featured in the advertising campaign that ended in 2000 was a Chihuahua, an almost rat-like creature. Cute? Yes. Annoying? Yes. I know because my family has a Chihuahua we call Gracie! The Hispanic community felt that the Chihuahua represented an ethnic stereotype. The dog was voiced-over with a Hispanic accent and the implication was very clear. Many Hispanics were especially annoyed because they do not consider Taco Bell's food authentic "home cooking."
Taco Bell's bad publicity was the Chihuahua's good fortune, however. After being canned by Taco Bell, it scored roles in Legally Blond 2, a Geico ad opposite the gekko, and a guest spot on Jay Leno's show. Jay offered the dog a choice of a Taco Bell Chalupa and some KFC chicken. It chose the chicken.
Taco Bell has emphatically stated that no disrespect is intended by the ads it ran from 1997 to 2000. Taco Bell was trying to establish the brand with a coy and funny theme. As I said, not many Hispanics have found it to be cute, funny, or anything else -- just annoying!
But while we're on the subject of Mexican restaurants, I would like to contrast Taco Bell with one of my favorite companies (and stocks) -- Chipotle Mexican Grill (NYSE: CMG). Offering a limited, but excellent menu, this restaurant features the freshest of ingredients and naturally raised beef and poultry. The customer spends about $8 per visit, almost $3 more than Taco Bell, and keeps coming back. I think it is a game changer for the fast-food industry. Check out my post, "The next McDonald's is Chipotle Mexican Grill," from June.
Plus, Chipotle advertises its products in a very simple, direct way. It advertises its food and doesn't require a four legged animal to keep customers attention!
Georges Yared is the editor of GameOnInvesting, a free service devoted to helping investors spot game-changing stocks before they breakout.
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Reader Comments (Page 1 of 4)
9-05-2008 @ 2:17PM
chris said...
And yet George Lopez makes a film called "Beverly Hills Chihuahua" utilizing essentially the same steroetypical character and that's just fine.
9-05-2008 @ 3:54PM
brandon said...
I don't understand how using a chihuahua, which is from Mexico if you don't know, in a commercial for a restaurant that sells food that originated in Mexico can be considered offensive in a commercial. I guess some people are just way to over-sensitive.
9-05-2008 @ 5:09PM
P. FERRERA said...
THE COMMERCIAL WAS CERTAINLY NO MORE ANNOYING THAN MANY OF THOSE IMFORMERCIALS. TAKE FOR INSTANCE THE "SHAMWOW" RAGS THAT GUY IS TRYING TO SELL YOU. I KEEP HOPING THAT LARYNGITIS WILL SET IN OR ALL THAT WASTED EXCITEMENT FOR OXY-KLEEN. ANYWAY, WHO DOESN'T LIKE A CUTE PUPPY. OFFENSIVE? I DON'T THINK SO.
9-05-2008 @ 7:33PM
cyndie said...
The godzilla and chihuahua Taco Bell Ad is one of my favorites. I still remember the line " I think I'm gonna need a bigger box!" Sorry, no offense taken here. Just a cute dog and a craving for a taco!
9-06-2008 @ 5:39AM
mary said...
I LOVED the Chihuahua and looked forward to the ads. They were HILARIOUS! Of course the dog was Mexican - Chihuahuas are from Mexico! I think sometimes people take themselves too seriously and look for insults when none are intended.
I would be delighted to see Taco Bell bring the little guy back!
9-06-2008 @ 7:39AM
GPUPPY1 said...
I loved the Taco Bell chihuahua and actually looked forward to commercials featuring it. Actually looking forward to a commercial is something that rarely happens. I thought the ads were clever, whimsical, cute, funny, and never boring. "Think outside the bun"? Now THAT'S boring.
9-06-2008 @ 9:30AM
donovan said...
I love the chihuahua and think they should have never took him off in 2000,., made me go right out a get a chihuahua,,, bring him back ,,, he is a star,,,,
9-06-2008 @ 9:34AM
donovan said...
I love the Taco Bell chichacha have and love her,,, loved the ads,,, and want them back she is a star
9-06-2008 @ 11:19AM
Joyce Blaskower said...
Taco Bell chihuahua - I miss him and I don't go to Taco Bell anymore (unless someone I'm with wants to go there, which is very very rare). Commercials today are way too rediculous. Some hamburgers advertised are so big you need a 6" wide or more mouth just to take a bite. I would love to buy a dvd of just the Taco Bell chihuahua ads alone. I don't care and don't watch any Taco Bell ads , if I can help it, because he is gone.
9-06-2008 @ 11:52AM
Brian said...
Chihuahuas actually came from China ,were given to Mexico as a gift
9-06-2008 @ 12:03PM
joseshema said...
Hey if the Mexicans can't take a joke then their home is only a boarder crossing away. If McCain wins I think they will not complain as much as they will be to busy tending the fields.
9-06-2008 @ 1:02PM
Garry said...
How to determine an outrage or whats not has come to a point in the communication age of "Who Knows for Sure". Was the response from a 16 year old just trying to be heard wanting a reply or was it a reply from a person who really did find things wrong. That dog was great and seeing how long the ad lasted says it all. So AOL post it on the Internet suggesting it offends some people while others are not. AOL you need to remember the circle that engulfs your opinions. Just placing this on the Internet damaged the ad regardless if it wasn't meant to. Careful my friends.
9-06-2008 @ 2:44PM
Bill Q. said...
I always looked forward to seeing the Taco Bell commercials.They were entertaining and cute.If you want to look at stupid and dumb watch the Burger King ads. Who ever made this dud should be FRIED! As for those that were so vocal to critical of Taco Bell, get a life,your pretty shallow, eat a HOT DOG.
9-06-2008 @ 2:58PM
Jo said...
Why is it that we can't just enjoy the cute Chihuahua?? I miss the ads. Should we complain because Kentucky Southern Fried Chicken features a "Colonel" in its ads? I'm a Southerner and I'm not a Colonel and I don't talk like they do in the ads! Oh, it just goes on and on. Ridiculous!
9-06-2008 @ 3:07PM
Dave said...
Get a life! The dog has more personality than most of the people they could have gotten to advertise. It was a winner!
9-06-2008 @ 3:44PM
Leisa said...
I really enjoyed the Taco Bell commercial and actually looked forward to seeing it. I usually ZAP all commercials.
9-06-2008 @ 7:01PM
santaiclause said...
WTF..................Over.
9-06-2008 @ 7:31PM
Darlene said...
I Loved the little dog in the commercials and if any of you are mad about it just haul your tail back across the border. It was cute and I loved every one they put out. Drop the Chalupa Dude.
9-06-2008 @ 9:10PM
Cate said...
The Taco Bell Dog was terrific. I am so tired of people wearing their feelings on the cuff. The dog is adorable, the commericals were entertaining, and it helps this American Company sell food to Americans as well as other people visiting this country. Capitalism at its best! People need to grow-up, get a life, and get over yourselves. Plus, I have every Taco Bell dog ever put out for purchase with the purchase of a meal. They sing or talk. And Johnny Mathes is the singer. Be careful, he's African-American. And he's one of the greatest singers of all time. Right up their with Aaron Nevil who is fantastic too!
9-06-2008 @ 9:15PM
Roger E. Cundiff said...
The chihuahua was cute, and the Godzilla commercial was one of the best ever. Since Taco Bell dropped the pup I have refused to eat there since.