Bell Tolls for Gidget, the Taco Bell Chihuahua

One of Advertising's Great Icons of the '90s Dies at 15

Posted by Ken Wheaton on 07.22.09 @ 12:43 PM

According to a PeoplePets.com exclusive, Gidget, one of the Taco Bell Chihuahuas, died from a stroke. She was 15 years old.

The Taco Bell dog made its first appearance in June 1997 in a campaign created by Omnicom Group's TBWA/Chiat/Day of Playa del Ray, Calif. The first dog was actually Dinky, and the character was portrayed as a male who uttered a line that would quickly become a pop-culture catchphrase: "Yo quiero Taco Bell."

Though the dog made Taco Bell cool again, it was not without its problems. Throughout its run, the dog was the target of criticism from Hispanic groups, who accused the Yum Brands unit of trafficking in stereotypes. And in June 2003, a federal jury ordered Taco Bell to pay $30.2 million (plus another $11 million in interest) to two men who accused the restaurant company of stealing their idea for a marketing mascot and icon.

5 Comments

By gabereilly | San Francisco, CA July 22, 2009 03:34:51 pm:

Gidget, you were an icon for and inspiration to all dogs with small frames and tons of spunk. My seven-pound chihuahua, Shakira, is grief-stricken with your passing.

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By lannanh | San Francisco, CA July 22, 2009 04:30:31 pm:

That's a great headline, you must be very proad of yourself!

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By danaseverson | MEDINA, MN July 22, 2009 10:41:08 pm:

Resto en paz little buddy.

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By Maribel | Miami, FL July 23, 2009 10:33:14 am:

I still remember the spot from Taco Bell produced for the movie Godzilla, it was really funny to see this Chihuahua ordering food for Godzilla...it was really a great icon for that brand!! Rest in peace

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By mmirkil | Portland, OR July 23, 2009 04:43:01 pm:

Gidget was special. No other Chihuahua could fill in and do the same type of job or look as good doing it. Working on that campaign was something I'll never forget and that will always bring back fond memories.

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