Taco Bell Dog Bill Hiked By $11.8M

Firm Must Pay Interest To Duo Who Claim Their Ad Idea Was Stolen

(AP)  A federal judge has ordered Taco Bell to pay an extra $11.8 million in interest to two men who claim the chain stole their idea for an ad campaign featuring a talking Chihuahua.

The ruling filed Wednesday brings their total award to $41.9 million.

In June, a federal jury awarded $30.1 million to Thomas Rinks and Joseph Shields, both of the Grand Rapids-area, who sued Taco Bell in 1998.

They said Taco Bell advertising executives reached an oral agreement with them to use their idea, but then introduced the talking Chihuahua without paying them.

Judge Gordon J. Quist ruled that Rinks and Shields were entitled to interest and denied motions by Taco Bell attorneys to set aside the verdict or reduce the award, according to the plaintiffs' lawyers.

Taco Bell spokeswoman Laurie Schalow said the company plans to appeal.

The ads, since discontinued, featured a Chihuahua named Dinky that appeared to say "Yo quiero Taco Bell," Spanish for "I want Taco Bell." The campaign became wildly popular and led to toys, T-shirts and other products featuring the little dog.

Taco Bell's parent company is Louisville, Ky.-based Yum! Brands Inc.