US burger chain jettisons The King
Source: Agencies |
August 21, 2011, Sunday
|
Print Edition
Print Edition
THE King is dead, but the burger lives on.
Burger King Corp on Friday said it is retiring "The King" mascot, a man with an oversized plastic head and creepy smile who in recent years has been shown in ads peeping into people's windows and popping up next to them in bed.
The move is an effort by the struggling American fast food chain to boost slumping sales by focusing its marketing on the freshness of its food rather than the funny-factor of its ads. It's rolling out a new campaign sans The King to tout its fresh ingredients and new products like its California Whopper.
"We won't be seeing The King for a while," Burger King spokesman BJ Monzon said on Friday.
The new focus is a departure for Burger King, which long has targeted its ads to young male teens who like to chomp its char-grilled burgers and gulp its milkshakes. The economic downturn has battered its core customer and Burger King is looking to boost declining sales by appealing to the mothers, families and others.
Burger King Corp on Friday said it is retiring "The King" mascot, a man with an oversized plastic head and creepy smile who in recent years has been shown in ads peeping into people's windows and popping up next to them in bed.
The move is an effort by the struggling American fast food chain to boost slumping sales by focusing its marketing on the freshness of its food rather than the funny-factor of its ads. It's rolling out a new campaign sans The King to tout its fresh ingredients and new products like its California Whopper.
"We won't be seeing The King for a while," Burger King spokesman BJ Monzon said on Friday.
The new focus is a departure for Burger King, which long has targeted its ads to young male teens who like to chomp its char-grilled burgers and gulp its milkshakes. The economic downturn has battered its core customer and Burger King is looking to boost declining sales by appealing to the mothers, families and others.
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