50 Cent sues Taco Bell for stealing his endorsement
50 Cent, whose real name is Curtis Jackson, accused the Mexican-style fast food chain of "diluting the value of his good name" and employing a guerrilla advertising campaign to fool consumers into thinking he had endorsed the chain, said the lawsuit, filed in Manhattan federal court.
"Without seeking or obtaining Jackson's authorization, defendant Taco Bell made him the star and focus of its nationwide advertising campaign by using his name, persona and trademark to promote Taco Bell's business and products," court papers said.
The lawsuit accuses the chain of disseminating a letter, addressed to 50 Cent, that encourages the rapper to change his name to "79 Cent," "89 Cent" or "99 Cent."
The letter was designed to promote the company's "79-89-99 Cent Why Pay More" campaign, while avoiding the multimillion-dollar fee the rapper might have charged to use his name, the lawsuit said.
Rob Poetsch, a spokesman for Taco Bell Corp, said, "We made a good faith, charitable offer to 50 Cent to change his name to either 79, 89, or 99 Cent for one day by rapping his order at a Taco Bell, and we would have been very pleased to make the $10,000 donation to the charity of his choice." Taco Bell is operated by Yum! Brands.
The lawsuit said the Taco Bell letter was eventually sent to the rapper, but only after it had been circulated to reporters.