TITLE

BK's stumble

PUB. DATE
October 1999
SOURCE
Advertising Age;10/4/1999, Vol. 70 Issue 41, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article comments on the advertising campaign of Burger King (BK), as of October 1999, as it ends the run of two commercials. BK soared on a new advertising campaign linking its menu items to pop music from the past, with endings that drew attention to the brand and logo. Paul Clayton, then the marketing director, had a favorite among the advertisements from BK agency Ammirati Puris Lintas: a spot, set to the music of "Still the One," that played up the chain's Whooper. As Clayton said at the time, the campaign enabled consumers to make their own emotional connection via the music. After viewing the latest advertisements, that authors were left wondering how BK could have approved such a disparate group of lame-humor TV spots, with no clear, visible brand identity.
ACCESSION #
2335762

 

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