In 2008, Taco Bell launched an advertising campaign titled, “Why pay more?” to promote its value menu, with items priced at $0.79, $89, and $99. As a joke, the brand suggested that 50 Cent (aka Curtis Jackson) — who was probably in the height of his fame at that time — change its name to 79, 89 or 99 Cent for the promotion. The rapper was not amused.
Jackson Taco Bell sued for $4 million for using his name and likeness without permission. According to the lawsuit, Taco Bell's campaign led people to believe 50 Cent had endorsed the brand, resulting in a backlash against the rapper for “selling out.”
Taco Bell spokesman Rob Poetsch defended the campaign at the time, declaring“We made 50 Cent a good-faith charitable offer to change his name for a day by screwing up his order at a Taco Bell, and we would be more than happy to make the $10,000 donation to the charity of his choice.”
In 2009, the two sides settled the lawsuit, although the terms were not disclosed. Both sides agreed to cover their own legal fees and refrained from discussing the details, with Jackson's attorney confirming that both sides were satisfied with the resolution.
The 50 Cent/Taco Bell beef isn't the only time famous celebrities have sued a major brand for misrepresenting their endorsement.
In 2011, rapper Eminem sued car manufacturer Audi for using a song similar to his hit “Lose Yourself” in an ad for the Audi A6 Avant without his consent. The lawsuit was settled out of court.
In 2014, actress Katherine Heigl sued the pharmacy the Duane Reade chain for $6 million. Heigl filed suit after the company posted a paparazzi photo of her carrying Duane Reade shopping bags, implying an endorsement without her permission. The case was settled out of court.
In 2022, actor Clint Eastwood was rewarded $2 million after winning a lawsuit against a CBD retailer that used his likeness to promote its products.
