Source: SFGate
“In 100 years, it’s likely that Doug Emhoff will be mostly remembered as the nation’s first-ever second gentleman. His most interesting achievement — unless fast food history becomes the nation’s primary archaeological study — may be lost to the sands of time. Because Emhoff’s finest hour as a lawyer had nothing to do with the White House. It involved a psycho chihuahua, an indelible ad campaign and a battle with Taco Bell. The taco wars began in the most mundane fashion: with a licensing trade show in New York. In June 1996, Taco Bell’s licensing manager Ed Alfaro was perusing the stalls when he stumbled onto a cartoon dog that would change his career. The animated critter was dubbed ‘Psycho Chihuahua,’ the brainchild of Joseph Shields and Thomas Rinks. As Alfaro gazed into its bug eyes, he realized it would be perfect for promoting tacos.” (11/03/24)
https://www.sfgate.com/politics/article/doug-emhoff-chihuahua-taco-bell-19874099.php