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Thread: Burger King Decapitates Its 'King' Mascot [About Time]

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    Elite Member celeb_2006's Avatar
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    Default Burger King Decapitates Its 'King' Mascot [About Time]

    burger-king-drops-king-mascot-forbes: Personal Finance News from Yahoo! Finance



    Fast-food chain Burger King is making a 180 degree shift in its marketing, with a decision to drop its "King" mascot and focus on — sit down before you read this! — product.

    For years, Burger King had placed its bets on edgy commercials by creative powerhouse Crispin Porter + Bogusky, targeting men in their teens and 20s. Crispin's campaigns got a lot of attention, and plaudits from the advertising community. Unfortunately, however, advertising awards don't necessarily translate into sales, and Burger King has been badly lagging main rival McDonald's. According to consulting firm Technomic, Burger King's same-store sales declined 6% in the first quarter; compare that to a 3% rise for Mc Donald's.

    This discrepancy in performance is not the result of McDonald's having more "creative" advertising or a hipper mascot (Ronald Mc Donald is many things — hip he's not). But while Burger King was trying to sell consumers an edgy brand image, McDonald's focused on something much more mundane: selling burgers, fries and coffee. The rest is marketing history.

    Now, under new ownership, and with a new management and marketing team, Burger King is focusing on what matters: updating the stores, fixing its food and changing its image. As Alex Maccedo, SVP, marketing, put it to USA Today: "People want a reason to go back to Burger King ... There are no plans to bring the King back anytime soon."

    Along with new management, Burger King has also hired a new ad agency, McGarry Bowen. Mc Garry's ads are often derided in ad industry circles as conventional, formulaic and unhip. The criticism isn't entirely unjustified ... but who cares? Last I heard, advertising is not about creating art house shorts; it's about selling stuff. Against that standard, McGarry's work tends to perform well. A new campaign by McGarry, launching this weekend, will introduce the California Whopper, made with guacamole.

    Whether the new burger will catch on remains to be seen, but one thing is for sure: the marketing campaign will give it a shot at success. The entire TV commercial will focus single-mindedly on sights and sounds of the burger's ingredients being washed and diced.

    And amidst all this slicing and dicing, "the King" finds himself like Charles I and Louis XVI ... a head shorter.

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    Elite Member greysfang's Avatar
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    Gawd I fucking hated that creepy motherfucker.
    FUCK YOU AND GIVE ME MY GODDAMN VENTI TWO PUMP LIGHT WHIP MOCHA YOU COCKSUCKING WHORE BEFORE I PUNCH YOU IN THE MOUTH. I just get unpleasant in my car. - Deej

    http://www.gossiprocks.com/forum/signaturepics/sigpic4098_9.gif Healthy is merely the slowest possible rate at which one can die.

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    Elite Member CornFlakegrl's Avatar
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    Quote Originally Posted by greysfang View Post
    Gawd I fucking hated that creepy motherfucker.

    Vouch!

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    fgg
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    no way, i liked him!
    can't post pics because my computer's broken and i'm stupid

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    Elite Member greysfang's Avatar
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    You're from Florida, you don't get a vote ever again.
    FUCK YOU AND GIVE ME MY GODDAMN VENTI TWO PUMP LIGHT WHIP MOCHA YOU COCKSUCKING WHORE BEFORE I PUNCH YOU IN THE MOUTH. I just get unpleasant in my car. - Deej

    http://www.gossiprocks.com/forum/signaturepics/sigpic4098_9.gif Healthy is merely the slowest possible rate at which one can die.

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    Elite Member shedevilang's Avatar
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    Quote Originally Posted by greysfang View Post
    You're from Florida, you don't get a vote ever again.
    bwaahahahahaha I hate the creepy bastard too
    Silly bitches, twitchy links are NOT for kids!-Mel

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    fgg
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    Quote Originally Posted by greysfang View Post
    You're from Florida, you don't get a vote ever again.
    how rude! *stephanie tanner voice*
    can't post pics because my computer's broken and i'm stupid

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    Elite Member SHELLEE's Avatar
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    Quote Originally Posted by greysfang View Post
    Gawd I fucking hated that creepy motherfucker.
    Totally vouch
    Quote Originally Posted by fgg View Post
    no way, i liked him!
    You're Crazy!
    Quote Originally Posted by greysfang View Post
    You're from Florida, you don't get a vote ever again.
    You can't go by fgg alone! I don't think anyone else in Florida likes him either.
    See, Whores, we are good for something. Love, Florida
    #fingersinthebootyassbitch

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    Elite Member greysfang's Avatar
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    Quote Originally Posted by SHELLEE View Post
    You can't go by fgg alone! I don't think anyone else in Florida likes him either.

    I seem to recall you joining the Florida block on voting for gristletonia to stay. **slaps shellee again just because I remembered that shit**
    FUCK YOU AND GIVE ME MY GODDAMN VENTI TWO PUMP LIGHT WHIP MOCHA YOU COCKSUCKING WHORE BEFORE I PUNCH YOU IN THE MOUTH. I just get unpleasant in my car. - Deej

    http://www.gossiprocks.com/forum/signaturepics/sigpic4098_9.gif Healthy is merely the slowest possible rate at which one can die.

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    Elite Member Quazar's Avatar
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    Maybe they should just focus on making better food. I don't care if they had dancing cats on my TV eating Burger King, I still wouldn't eat it. It's the worst of the worst.

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    Elite Member MohandasKGanja's Avatar
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    I admired his insouciance - He never had that whole "Uneasy lies the head that wears a crown" thing.

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    Elite Member SHELLEE's Avatar
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    Quote Originally Posted by greysfang View Post
    I seem to recall you joining the Florida block on voting for gristletonia to stay. **slaps shellee again just because I remembered that shit**
    See, Whores, we are good for something. Love, Florida
    #fingersinthebootyassbitch

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    Elite Member Brah's Avatar
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    Quote Originally Posted by Quazar View Post
    Maybe they should just focus on making better food. I don't care if they had dancing cats on my TV eating Burger King, I still wouldn't eat it. It's the worst of the worst.
    Amen. I couldn't care less about their advertising, their food is nasty as hell.

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    Elite Member Lalique's Avatar
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    I love the 'King'! Whoppers rule!
    What I really want to know is whether it makes your poop glow in the dark after eating it! ~ Kittylady

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    Elite Member msdeb's Avatar
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    Quote Originally Posted by fgg View Post
    no way, i liked him!
    Quote Originally Posted by greysfang View Post
    You're from Florida, you don't get a vote ever again.
    Basic rule of Gossip Rocks: Don't be a dick.Tati
    Lighten Up Francis WCG

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