Taco Bell Protest Draws Half a Dozen

Mario Obledo, president of the California Coalition of Hispanic Organizations, and the state director of the League of United Latin-American Citizens (LULAC) on Monday launched a boycott against Taco Bell for using a Chihuahua in its commercials. Obledo and others picketed the firm’s corporate headquarters in Irvine.

“This is Day One,” said Gil Flores, state president for LULAC, one of the largest Latino civil-rights groups in the United States. “This is a California boycott against Taco Bell and its products.”

About half a dozen protesters carrying signs that said “No quiero Taco Bell” and “Retire Dinky,” in reference to the dog, joined Flores and Obledo, who has targeted the company because he believes it is allowing a dog to symbolize Spanish-speaking people.

The low turnout disappointed Obledo, a former state secretary of Health and Welfare and a longtime activist. He said, “This teaches us a lesson that we need to plan and organize better.”

Obledo has taken aim at the corporate giant with annual revenue of $4.9 billion because he said he believes the television commercials stereotype people of Mexican descent.

Until the commercial stops, “Taco Bell will suffer the consequences,” Obledo said. “We intend to teach them a lesson in sound economics and good manners.”

Peter Stack, vice president of public relations for Taco Bell, said the popular commercial was produced only after the company conducted extensive tests for sensitivity with focus groups that included Latinos.