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© History Oasis
Taco Bell has famously had three mascots since its inception, starting with Nacho and Dog, and the infamous Taco Bell Chihuahua, Gidget.\
1995-1997
Nacho and Dog were Taco Bell’s animated mascots for children’s meals during the mid-1990s. This was way before its famous Chihuahua campaign.
The animation studio Klasky-Csupo, known for creating Rugrats and other Nickelodeon shows, designed these fast food mascots with unheard-of production quality for the fast food space that rivaled television cartoons.
Nacho, an orange tabby cat voiced by Eddie Deezen, preferred watching television, while Dog, a blue canine voiced by Rob Paulsen, was an intellectual who could reportedly order tacos in eighteen languages.
Taco Bell invested heavily in these animated commercials. The mascots were perfect for promoting kids’ meals and seasonal tie-ins.
Taco Bell later replaced Nacho and Dog with live-action advertising in 1997.
1997-2000
Possibly the most famous fast food mascot of all time. Gidget was a twelve-pound Chihuahua who became America’s most recognizable fast-food mascot through her three-year tenure as Taco Bell’s spokesdog from 1997 to 2000.
Animal trainer Sue Chipperton discovered the puppy when she was just eight weeks old and trained her to perform with remarkable focus. According to Taco Bell lore, Gidget completed her first commercial in a single take.
Voice actor Carlos Alazraqui provided Gidget’s distinctive male persona, blending influences from Peter Lorre and cartoon character Ren Höek to create the memorable “¡Yo quiero Taco Bell!” slogan.
The campaign launched during the height of the “Burger Wars.” Taco Bell turned Gidget into a celebrity who traveled first-class, rang the opening bell at the New York Stock Exchange, and performed at Madison Square Garden.
But the campaign’s success would not last long. Facing mounting criticism for perpetuating Mexican stereotypes, particularly when commercials depicted Gidget dressed as revolutionary Che Guevara or wearing sombreros. Sales declined six percent in 2000—Taco Bell’s worst performance in company history. Taco Bell had no choice but to terminate the campaign and force Gidget into retirement.
Gidget would go on to have a pampered life until her death from a stroke in 2009 at age fifteen.
2000-Present
Taco Bell abandoned character mascots after 2000, shifting to celebrity partnerships and social media-driven campaigns that target younger demographics.
The fast food giant now employs influencer collaborations, limited-time menu items, and viral marketing tactics to generate buzz.
Taco Bell partners with major brands and celebrities—including collaborations with Xbox for gaming promotions and partnerships with musicians for exclusive menu items—creating cultural moments rather than relying on recurring characters.
The chain’s marketing team focuses on positioning Taco Bell as a lifestyle brand through irreverent humor, late-night dining culture, and product innovation campaigns.
This strategy eliminates the cultural sensitivity risks that plagued the Chihuahua era. But if it were up to me, they should bring the chihuahua back.
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