Talk about pictures circulating forever.

[theweaselking]

See that guy?

For 18 years, he's been the "Nescafe instant coffee guy".

He didn't know.

He hasn't been paid.

He sued.

Russell Christoff, a former model from Northern California, posed for a two-hour Nestle photo shoot in 1986 but figured it was a bust -- until he stumbled across his likeness on a coffee jar while shopping at a drug store in 2002.

A legal dispute with Nestle USA ensued, during which Christoff, 58, declined the company's $100,000 settlement offer, and Nestle USA turned down his offer to to settle for $8.5 million.

Last week, a Los Angeles County Superior Court jury ordered Nestle USA to pay Christoff $15.6 million for using his likeness without his permission and profiting from it. The award includes 5 percent of the Glendale-based company's profit from Taster's Choice sales from 1997 to 2003.

Christoff, who while working as a model had appeared in corporate training videos and hosted his own public television show, is now a kindergarten teacher in the Bay Area community of Antioch.

He first came across his picture while shopping for bloody mary mix, and says there's a good reason he didn't spot it sooner.

"I don't buy Taster's Choice," he said. "I do beans."