Taco Bell

Taco Bell is the fast-food company involved in the Chihuahua advertising dispute described by Tom Rinks in Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023). The source says Tom and Joe Shields worked with Taco Bell for about 18 months on a Chihuahua-based campaign before Taco Bell released its own Chihuahua ads.

In the episode’s account, the later lawsuit was about implied contract, recognition, and fair treatment as much as money. Tom says the campaign also damaged Psycho Chihuahua sales because consumers now wanted the Taco Bell Chihuahua instead.

Connections

• Tom Rinks, Joe Shields, and Psycho Chihuahua - parties and property in the dispute.
• Mascot Led Brand Recognition - advertising-character pattern made visible by the case.
• Story Led Consumer Branding and Consumer Brand Moat - broader brand concepts connected to character-driven memory.