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Taco Bell Chihuahua (Gidget) and Chalupa Promotion (Taco Bell / TBWA\Chiat\Day) (1999)

Release Dates and Regional Names:
North America: August 1997 (campaign launch) peak popularity and Chalupa-focused ads in 1999
International: Primarily United States limited international exposure

Promotion: "Drop the Chalupa" campaign tied to new Chalupa menu item introduction

Manufacturer Distributor: Taco Bell (Yum! Brands) advertising agency TBWA\Chiat\Day

Type: Television Advertising Campaign and Merchandise Tie-In
Media: TV commercials in-store promotions plush toys talking figures

Description and Promotion:
The Taco Bell Chihuahua officially nicknamed Gidget (real name of the female Chihuahua actress) starred in a massively popular advertising campaign from 1997 to 2000. Portrayed as a male dog with a thick Spanish accent voiced by Carlos Alazraqui the character became iconic with catchphrases like "¡Yo quiero Taco Bell!" ("I want Taco Bell!") and "Yeah drop the Chalupa!" In 1999 the campaign heavily featured the Chalupa (a fried flatbread pocket filled with meat cheese lettuce and tomatoes) including commercials where the Chihuahua demanded "Drop the Chalupa!" in humorous scenarios like police standoffs. Talking plush toys of the Chihuahua saying "Yeah drop the Chalupa!" were sold at Taco Bell locations and other retailers in 1998-1999. The ads blended humor with fast-food appeal boosting brand recognition among teens and young adults during the late-1990s fast-food wars.

Key Features:
Character: Female Chihuahua Gidget (born February 6 1994 portrayed as male)
Catchphrases: "¡Yo quiero Taco Bell!" "Yeah drop the Chalupa!"
Commercials: High-energy often parodying action tropes (e.g. cops demanding drop the Chalupa)
Merchandise: Talking plush dogs pocket pillows T-shirts keychains (sold in Taco Bell stores)
Tie-In: Promoted Chalupa launch and menu items

Additional Details:
Target Audience: Teens young adults families
Localization: Primarily English with Spanish phrases some controversy over cultural stereotypes

Historical Context:
Launched in 1997 the Taco Bell Chihuahua campaign exploded in popularity by 1999 making Gidget a pop culture phenomenon. The "Drop the Chalupa" spots tied into the Chalupa's introduction helping drive sales. Despite massive recognition and merchandise success the ads faced criticism from Latino advocacy groups for perceived stereotypes (e.g. bandido or revolutionary imagery). This contributed to the campaign's end in July 2000 amid declining sales. Gidget later appeared in GEICO ads (2002) and Legally Blonde 2 (2003). She passed away July 21 2009. The campaign remains a nostalgic 1990s icon despite controversies.

Did You Know?
Gidget was female but voiced and portrayed as male in the ads.
The "Drop the Chalupa" phrase became a meme-like catchphrase in late 1990s pop culture.
Talking plush toys were activated by squeezing saying phrases in the iconic voice.
The campaign faced a major lawsuit (resolved against Taco Bell in 2009) over idea origins.
Gidget flew first-class to shoots and had her own handlers.

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