Fast food chain Burger King is a 180 degree turn in its marketing, with a decision to abandon his "King" mascot and focus on - sit down before reading this! - Product.
For years, Burger King has put their ads in Paris avant-garde creative energy by Crispin Porter + Bogusky, targeting men in their teens and 20 years. Crispin campaigns much attention and applause from the advertising community. Unfortunately, however, the price of advertising does not necessarily translate into sales, and Burger King McDonald was badly behind main rival. According to the consulting firm Technomic, Burger King same-store sales fell 6% in the first quarter, compared with an increase of 3% of McDonald.
This difference in performance is not the result of McDonald more "creative" advertising or a pet Hipper (Ronald McDonald is many things - the hip, it is not). But while Burger King was trying to sell to consumers cutting-edge brand, McDonald focused on something much more prosaic: burgers on sale, french fries and coffee. The rest is marketing history.
Now a new owner and new management and the marketing team focuses on Burger King what's important: the update to the shops, the fixing of food and change their image. As Maccedo Alex, senior vice president of marketing, to the U.S. Today: "People want a reason to return to Burger King ... No plans for the king soon."
Together with the new leadership, Burger King has also hired a new agency announcement, McGarry Bowen. Mc Garry ads are often derided in advertising circles as a traditional formulas and unhip. The criticism is not entirely unfounded ... But who cares? Latest news, advertising is not to create short films Art House, but instead of selling stuff. In this standard, McGarry work well again. McGarry The new campaign will launch this weekend, California has whopper of guacamole.
The new burger will catch on remains to be seen, but one thing is certain: the marketing campaign will give him a chance of success. The TV spot will focus resolutely on all the sights and sounds of the burger ingredients are washed and cut into cubes.
And in the midst of all this slicing and dicing, "King", to find himself as Charles I and Louis XVI ... head shorter.
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