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LOS ANGELES A federal jury in Michigan on Wednesday awarded $30.1 million to two men who claim to have created the talking Chihuahua character that was formerly used in Taco Bell ads.
The two plaintiffs, Joseph Shields and Thomas Rinks, filed suit in 1998, accusing Taco Bell of breach of contract and wrongly profiting from the campaign, which featured a talking Chihuahua.
Taco Bell in Irvine, Calif., has said that its agency at the time, Omnicom’s TBWA\Chiat\Day, independently proposed the idea.
Yum!
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