Do you want to drink it like Beckham?

In today’s celebrity obsessed world, it makes sense that companies would try to link their marketing efforts to celebrities.  But will consumers really buy drinks just because a favorite celeb does?  Sofia Vergara doesn’t seem to have done much for Pepsi.  (And yet she is in this campaign as well.)

But hope springs eternal and now Burger King, who dropped to the number three player in the fast food category recently, is using David Beckham to push smoothies.

Alex Macedo, VP North America admits that since Burger King’s products are the same as McDonald’s they needed to find a way to stand out.  (Schultz, 2012)

So what do you think?  Will you be buying a smoothie at BK any time soon?

Here’s the ad if you haven’t seen it yet.

http://www.youtube.com/watch?v=0f8qz2Ssr6c

Schultz, EJ (2012, April 2) Burger King Enlists Celebs To Call Attention To New Menu.  adage.com. Retrieved April 5, 2012, from
http://adage.com/article/news/burger-king-enlists-celebs-call-attention-menu/233882/

Goodbye King. Hello Mom’s.

8/25/11

For the past several years, Burger King has focused their advertising efforts on fast food’s heavy users, i.e. men 14-24, using the creepy king mascot to capture their loyalty. Unfortunately the strategy seems to have failed as same-store sales were down 5% in the second half of 2010, and 6% in first quarter 2011.

So, it’s time for a new target and a new approach. Focusing on food quality could appeal to both the core target and moms since healthy eating is now becoming more of a priority across all demographic groups. But will adding guacamole to the whopper really do the trick? Does that make it healthier or just more fattening?

Right now perceptions of BK’s food quality lag behind McDonald’s, Subway, and even KFC. So, they have a challenge ahead of them. But what I really want to know is why did they stick with the king as long as they did?

Walker, E. (2011, March 30). Burger King faces continued declines in sales, profits. miamiherald.com. Retrieved August 24, 2011, from
http://www.miamiherald.com/2011/03/30/2142096/burger-king-faces-continued-declines.html

Horovitz, B. (2011, August 19) Burger King freshens fast-food image, kicks King to the curb. usatoday.com. Retrieved August 24, 2011, from
http://www.usatoday.com/money/industries/food/story/2011/08/Burger-King-freshens-fast-food-image-kicks-King-to-the-curb/50046768/1

Is walking away from a winning strategy a good idea?

6/8/09

The Effie award winners for 2008 have been named and the grand Effie was awarded to Burger King for its “Freakout” campaign. In case you’ve forgotten it, it makes use of a hidden camera to show the reaction of real people when they are told that the whopper has been discontinued. You can check it out again here:

http://www.youtube.com/watch?v=aa8fHfo4uEI

I knew the campaign was a winner when my nephew, who was 14 at the time showed me clips of it on YouTube. According the Effie application, Burger King’s sales went up by double digits when it ran. (“Burger King Wins”, 2009)

Now comes the news that in the face of an unimpressive +1% increase in sales during 1st Quarter 2009, BK has decided to focus future advertising on items from its value menu, despite the fact that it has traditionally focused its advertising on its premium products. (“Burger King Promotes Value”, 2009)

Is this a wise decision given the current state of the economy? Or are they foolish to stop promoting their signature item?


(2009, June 4). Burger King Wins Effie Grand Prize For ‘Freakout’. mediapost.com. Retrived, June 7, 2009 from
http://www.mediapost.com/publications/?fa=Articles.printFriendly&art_aid=107275

(2009, May 29). Burger King Promotes Value. mediabuyerplanner.com. Retrived, June 7, 2009 from
http://www.mediabuyerplanner.com/entry/41524/burger-king-promotes-value/