Any successful product or company has to have a great mascot to appeal to the masses. But as it turns out, some mascots can be quite controversial and can damage the profits. The likes of Joe Camel, Spuds MacKenzie, and, more recently, Aunt Jemima are excellent examples of what not to do, but today’s story is about Gidget the Chihuahua from the notorious Taco Bell commercials.
The iconic doggo appeared in dozens of Taco Bell commercials from 1997 to 2000, usually channeling every hungry student out there by declaring, “¡Yo quiero Taco Bell!” (“I want some Taco Bell!”). Thankfully, Gidget didn’t care about the upcoming controversy and was a star of many other ads from that era. Even though Taco Bell decided to change its advertising strategy in 2000 and moved away from using Gidget, the lil’ pup’s story was far from over.
The History of Taco Bell Chihuahua
Before becoming the iconic Taco Bell mascot, Gidget was born in 1994 and later adopted by Sue Chipperton, who was also an animal trainer. In 1997, Taco Bell’s ad agency pitched their idea of using a Chihuahua mascot because of the breed’s association with Mexican culture. It’s not that deep. Either way, Gidget’s famous line, “¡Yo quiero Taco Bell!” became an instant hit and one of the most recognizable catchphrases in the world.
After the fateful 2000, Gidget’s career continued on like nothing happened. There was a neat crossover with Geico’s Gecko, but playing Bruiser’s mom in Legally Blonde 2 was probably the height of her doggy career. Outside of these roles, Gidget lived a more peaceful life after her TB fame. She remained with her trainer, Sue, enjoying her well-deserved retirement. Sadly, Gidget passed away on July 21, 2009, at the age of 15, but she’ll be remembered as one of the most iconic animal mascots in advertising history.
