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In 2003, Taco Bell lost a lawsuit by two Michigan men, who had pitched the concept of the Chihuahua to Taco Bell in 1996 at a Licensing Show in NYC. Taco Bell worked with Thomas Rinks and Joseph Shields for over a year developing the Chihuahua campaign and commercials under the name "Psycho Chihuahua", but Taco Bell failed to pay the men ...
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¡Yo quiero Taco Bell! You can click, but you can't hide; You Don't Have to Be Jewish to Love Levy's; You Got the Right One, Baby; You Press the Button, We Do the Rest; You Will; You Wouldn't Steal a Car; You'll believe a man can fly
For an advertising campaign, Taco Bell dressed up a chihuahua like Che Guevara and had him state: "Yo quiero Taco Bell!", Spanish for: "I want Taco Bell!" When asked about the allusion to Che, Taco Bell's advertising director, Chuck Bennett, stated: "We wanted a heroic leader to make it a massive taco revolution."
Taco Bell was founded by Glen Bell, an entrepreneur who first opened a hot dog stand called Bell's Drive-In, in San Bernardino, California, in 1948. Bell watched long lines of customers at a Mexican restaurant called the Mitla Cafe, located across the street, which became famous among residents for its hard-shelled tacos .
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Moonie was born in 1998. He was taken in as a puppy by Studio Animal Services trainer, Sue Chipperton. Sue had also helped train the chihuahua Gidget, who had already made a name for herself as a mascot for the Taco Bell restaurant chain.