Down with the King! … And the rest of the company.

I have to be honest for a second. Burger King’s entire strategy when it comes to marketing  has always really bothered me. It seems like this company repeatedly makes very questionable decisions.


Remember this thing?

Burger King used this King mascot from 2003 to 2011, and it was featured in plenty of ads.

Like this one, for example.

First of all, it’s pretty bold to brag about how unoriginal your product is…

But that’s not what I want to focus on. This King mascot was regularly portrayed as a creepy guy that crept up on people to present Burger King products to them. Check this one out.

The point is that most of the commercials never really focused on products very much. And most of the commercials made viewers feel uncomfortable, rather than making them want to buy anything from Burger King. Myself included, which is really saying something, considering I am in the target audience of the King commercials (young adult, males).

Finally, the company retired the mascot. Not only that, but they shifted their entire marketing strategy.

When I saw one of their new commercials a few weeks ago, I couldn’t help but laugh and ask my friends, “why would that make anyone want to go to Burger King?”

I’ll concede that this ad at least tells consumers that Burger King has fruit smoothies and frappes. But just like with the King, the ad seems more focused on David Beckham than anything else.

I thought at first that maybe I don’t like Burger King commercials because of my personal tastes. Perhaps I just don’t respond well to the immature, edgy type of commercial. However, it doesn’t seem like anyone else responds well to it either.

In fact, Burger King recently lost it’s second-place in market share to Wendy’s.

So what do you think… Is it just me, or does Burger King advertising always rub you  the wrong way too? What do you think is wrong with the strategy?


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