Does that seem like an equitable trade-off? If you sell our cheeseburgers, we'll stop talking about sex all the time. Such is the crux of the new proposal from Burger King to its franchisees.
The King wants to introduce a dollar menu, the franchise owners don't. Bottom lines will be pinched they say. So, in order to take the sting out of that pinching, the King has decreed that in return, he'll stop offending the public with patently sexual advertising and any campaign that uses another culture's religious imagery.
I think creative briefs at Crispin, Porter & Bogusky are about to get very boring. Why? Well..here's a quote from Chief Marketing Officer Russ Klein:
"Burger King Corporation acknowledges the regrettable but unintended public narrative, reflecting perceptions of some amount of our patrons, are the gratuitous or offensive use of sexual innuendo in a series of various advertisements even some outside the U.S., that have inadvertently reflected negatively on the brand -- and that the advertising will be managed more conservatively with a keen sensitivity accordingly, Alex Bogusky and I have a clear and mutual understanding of the need for the brand to tone down creative execution in this regard. ... While what is a decidedly more edgy/breakthrough approach to our brand advertising will remain."
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