Burger King Beheaded His "King" Mascot [About Time]
Fast food chain Burger King is a 180-degree marketing, the decision to abandon its "king", the pet and focus on - sit down before reading this! - Product.
For years, Burger King placed his paris advertising creative edgy power from Crispin Porter + Bogusky, targeting men in their teens and 20s. Crispin campaigns a lot of attention and praise from the advertising community. Unfortunately, however, Advertising Awards do not necessarily translate into sales, and Burger King was badly behind main rival McDonalds. According to consulting firm Technomic fell Burger King same-store sales by 6% in the first quarter, compared with a 3% increase in Mc Donald.
For years, Burger King placed his paris advertising creative edgy power from Crispin Porter + Bogusky, targeting men in their teens and 20s. Crispin campaigns a lot of attention and praise from the advertising community. Unfortunately, however, Advertising Awards do not necessarily translate into sales, and Burger King was badly behind main rival McDonalds. According to consulting firm Technomic fell Burger King same-store sales by 6% in the first quarter, compared with a 3% increase in Mc Donald.
This difference in performance is not a result of McDonald have more "creative" advertising or a mascot Hipper (Ronald McDonald is many things - the hip he is not). But while Burger King was trying to sell consumers an edgy image, McDonald focused on something much more prosaic: the sale of hamburgers, fries and coffee. The rest is marketing history.
Now, under new ownership and new management and marketing, Burger King is a focus on what matters upgrade stores, strengthening its food and to change its image. As Alex Maccedo, Vice President, Marketing, USA Today wrote: "People want a reason to go to Burger King ... There are no plans to bring the new king in the near future."
Now, under new ownership and new management and marketing, Burger King is a focus on what matters upgrade stores, strengthening its food and to change its image. As Alex Maccedo, Vice President, Marketing, USA Today wrote: "People want a reason to go to Burger King ... There are no plans to bring the new king in the near future."
With new leadership, Burger King has also hired a new advertising agency McGarry Bowen. Mc Garry ads are often ridiculed in the media industry announced that conventional, stereotypical and unhip. The criticism is totally unfounded ... but who cares? The latest advertising is not about creating art house shorts, it is to sell things. Against this standard, McGarry work tends to do so. A new campaign by McGarry, launches this weekend, will introduce the Whopper in California, made with guacamole.
The new burger will catch on remains to be seen, but one thing is certain: the marketing campaign will give you a chance to succeed. The TV focus on identifying only with the sights and sounds of the ingredients of the hamburger has to be washed and diced.
And amid all this slicing and dicing, "king" is found as Charles I and Louis XVI ... a short head.
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