Finally! With sales nose-diving, Burger King is thankfully laying its king to rest. You know the one – with the oversized head and creepy look on his face. I mean who would want to rush into a Burger King knowing that ugly thing could be there.
For years, they tried unsuccessfully to make the king hip – the opposite of the very square Ronald McDonald. Admittedly, I’m far removed from the teen and 20-something males targeted by the campaign (including the naked chicken — can’t forget that one).
They finally discovered that in the fast food business, food matters, as does those aging facilities. Imagine that. I never understood how those tired, old stores could possibly be in synch with the advertising’s edginess. Never thought a Whopper was all that edgy, either.
Advertising, especially image campaigns, must make sense to the audience – and connect with them emotionally in a way that’s relevant to the product or service.
Just goes to show that tons of awards and many millions of dollars aren’t always the ingredients for success. I’ve always questioned our industry awarding failures. Too many award-winning campaigns have failed miserably in the marketplace. When they do that, how can they be considered award-winning? Isn’t that why we do it in the first place – to affect sales?