#4 Top Spokesperson Who Have Come and Gone: Taco Bell Chihuahua

“Yo quiero Taco Bell”

This phrase swept the country by storm and made Spanglish more popular than ever. Wikipedia reports that the phrase “Yo quiero” became a pop culture reference. Try using this phrase to your boss, “Yo quiero promotion!” It will work in no time!

For those still have their job and didn’t take my advice, congratulations. You know that this phrase, although catchy, does not persuade. This was what eventually ended the Taco Bell Chihuahua. In the book Kellogg on Marketing (pg 49), they refer to Taco Bell as a case study of building brand awareness but did not establish a brand position. The book continues to say how most advertising campaigns first have the creative and make a positioning statement from there.

Whether or not Taco Bell had a solid positioning statement, the fact remains that Gidget the Taco Bell dog did bring brand awareness. There were many stuff animals, toys, and I doubt if a commemorative dishware was made. Eventually the campaign came to an end, but not Gidget’s fame. When Gidget reached pass her prime and passed on, fans made tribute videos to commemorate the advertising icon.

Because of the pop icon status reached, the Taco Bell Chihuahua is #4 on the top spokesperson who has come and gone.