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 4 of 4)
10-24-2008 @ 11:30AM
Felipe said...
What's next?
Animal activists against the ad of Geico for ridiculing a lizard?
Or other stupid Latinos protesting the Colombian ad by Juan Valdez for dressing him as "peon"?
Come on people! Get a life!!
10-25-2008 @ 8:50AM
Gary said...
The Taco Bell chihuahua was great. I loved the Godzilla ad, "Here, lizard, lizard, Lizard." Very funny. It's unfortunate they don't use the pup anymore. And, I agree the accent was accurate, Mexico is where the breed originated. The pooch even spoke spanish. A Poodle should have a french accent, and a Doberman Pincher should have a german accent. If they would have had him speak in perfect english, there would be people complaining, that the dog is from Mexico and he doesn't sound like it, and that fact is being ignored. Oh well, you can't please everybody.
10-26-2008 @ 9:09AM
Sharon Amoroso said...
You peple need to get a life! You aren't the only ethnic group in this country. No body ask you to come here in the first place. If you don't like our ads and the way we do things, go back where you came from. There was nothing wrong with the Taco Bell ads. They were cute, funny, and just plain entertaining. The dog was great. I have one and I would have been honored to have him do the commercials!
10-26-2008 @ 11:47AM
Donna said...
I always loved the Taco Bell dog and have often wondered why they quit using him. Political correctness!! How absurd!! Doesn't anybody have a sense of humor anymore? How could he possibly be offensive to anybody? He was just a cute little chihuahua (which is supposed to have originated from Mexico) so how and why would they object? This makes me think even less of Hispanics....
10-26-2008 @ 12:47PM
Bob said...
I think the current Taco Bell ads are really in poor taste, where they show this man going from store to store swiping/stealing the pennies next to the cash registers, and stealing the kids money from their stand. It may teach kids that if they need money, it is okay to go into a store and swipe the4 money next to the cash register. Pretty soon they are going to want more money and go into the store with a gun and robs the store.
10-26-2008 @ 4:57PM
Danny said...
Hey Mexicans, get over yourself. The dog is from China origanally, but became known as a MEXICAN CHIHUAHUA. I bet if I came to your "casa" for dinner, I would served some type of Mexican food. If you really don't like it, swim your greasy ass back across the river!!!
10-27-2008 @ 11:47AM
lennisw said...
I for one am very tired of political correctness. It keeps people from enjoying life and each other. If you are so sensitive that a little ethnic humor can ruin your digestion like that, go home. I belong to the only ethnic group left in this country, that it is legal to make fun of. I grew up in East Tennessee and I am white. That's right folks, I am a hillbilly. My group is the butt of all sorts of liberal jokes, and no one says a word about it. I like tacos and I hate double standards.
10-27-2008 @ 3:33PM
Suzanne said...
I miss that chihuahua!
10-27-2008 @ 7:21PM
Fran Pipkin said...
I LOVED the Taco Bell commercials with the talking dog. People that found the commercials offensive should wake up. HELLO the dogs are from MEXICO of course they are going to have an accent. I used to watch for them and laugh my butt off. Of course I eat at Taco Bell because of those commercials. Thank you TACO BELL!!!!!
10-28-2008 @ 6:59PM
George Roche said...
The commericials were great.
End of story. Ignore those people/groups who just want $$$$ to keep their mouth shut and go away.
Keep Smileing
George Roche
10-30-2008 @ 9:19AM
run4cuvr said...
I'm getting so sick of everyone getting offended at everything. Cmon guys, its a cute little dog that alot of people, myself included, love. It spiked my interest in Taco Bell, which has grown into a love affair with their products. When will people put on their big kid undies and stop being offended by everything? You know what, I'm agreeing with a comedian. I'm offended by offended peope. go sue yourself.
11-19-2008 @ 11:25AM
Pat said...
One of the best ads ever. I always got a laugh out of "I think I'm gonna need a bigger box!" Taco Bell should quit being such political pansies and should have told those complaining to put it where the sun doesn't shine. Since they caved in to a bunch of stupid whiners, I will not eat there anymore.
11-19-2008 @ 6:14PM
elaine said...
Bring back the dog!! Those were the best commercials! We even collected all the "Santa Dogs" and other misc. talking stuffed dogs. Some folks need to lighten up! These were terrific ads!