Taco Bell is a fast food restaurant founded by Glen Bell in 1962. In a very competitive market for hamburgers, Glen broke away from the trend and opened his first Taco Bell restaurant in Downey, California, where he had immediate interest from the townspeople. After the success Glen had achieved after opening his restaurant, he was ready to let others benefit from his success and that's when he began franchising Taco Bell. Five years after the first Taco Bell opened, PepsiCo won the rights to Taco Bell and became a national company on Wall Street. Today, there are approximately 5,600 restaurants, 350 franchisees, and 150,000 employees that Taco Bell currently has and although Glen passed away in 2010, his franchise will live on forever through the taco (tacobell.com) As Taco Bell has sustained its success since first opened, their advertising campaigns have transformed over the years. There were a total of seven slogans between 1976 and 1996 and each of them lasted no more than six years. In 1997, Taco Bell changed “Spice Up The Night” to “Yo quiero Taco Bell,” and this is where I will begin the analysis. The Taco Bell talking Chihuahua became an instant hit when it was first introduced in July 1997. The creators of this advertising campaign explained that it was so successful because “we don't treat the dog like a dog. We treat him like a 19-year-old trapped in a dog's body. He's a cute character who happens to be a dog” (NY Times). The talking dog wasn't just a one-trick pony after the first commercial he was first introduced in as he was in 15 commercials with roles that included taking on Godzilla and leading a revolution. The creators wanted consumers to relate to the dog by wishing they had… half the paper… yes, you would see a regular taco. Taco Bell not only created Doritos Locos Tacos; they have also entered the breakfast sector and are proving to be a worthy competitor. The fast food breakfast market share has great growth potential over the next couple of years and that means these companies will have to create bigger and better promotional strategies to capture the target market. With competitors like McDonald's, Burger King, Jack in the Box, and Dunkin Donuts, everyone's market share is no longer secure, and Taco Bell could pose a legitimate threat in the long term. Their Mexican breakfast cuisine is the first to hit the market and only time will tell how successful they might be. In the coming years it will be a competitive battle between fast food restaurants to win the attention of consumers at breakfast, with market share being the ultimate prize.