In 2008, during the pinnacle of his career, rapper 50 Cent found himself at the center of an unusual promotional tactic by Taco Bell. The fast-food giant was launching its ‘Why Pay More?’ campaign, introducing a range of budget-friendly items priced at 79¢, 89¢, and 99¢. The campaign made a cheeky proposal to 50 Cent, born Curtis James Jackson III, suggesting he change his name to 79 Cent, 89 Cent, or 99 Cent in a bid to align with their new value menu prices.
However, this marketing stunt did not sit well with the ‘Candy Shop’ artist. Feeling that his name and trademark were used without his consent, 50 Cent filed a staggering $4 million lawsuit against Taco Bell. The legal documents highlighted that Taco Bell had used his “name, persona, and trademark” to promote its products without his authorization, leading to public backlash as some believed he had endorsed the brand. “As Taco Bell intended, many customers believed that 50 Cent had agreed to endorse Taco Bell’s products. Indeed, postings on numerous internet ‘blogs’ castigated 50 Cent for ‘selling out’ by his apparent endorsement of Taco Bell,” stated the lawsuit.
Taco Bell, through their spokesperson Rob Poetsch, defended their position, explaining it as a charitable gesture tied to a promotional pitch: “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.” Despite this, the dispute escalated to the courts.
A year later, it was disclosed that 50 Cent had won the lawsuit, though the terms of the settlement were not publicly shared. The only known detail was that both parties covered their own legal expenses. “As is often the case in these situations, the parties have agreed not to discuss anything about the settlement except to say both sides are satisfied,” commented 50 Cent’s attorney.
50 Cent’s legal encounter with Taco Bell underscores a larger trend where celebrities often find themselves in legal disputes with major corporations over the use of their image or name. A similar instance occurred with WWE star John Cena, who faced a $500,000 lawsuit from Ford in 2017 after he sold his new GT without the car manufacturer’s permission. The case concluded with an out-of-court settlement and a public apology from Cena a year later.