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Burger King's new strategy. - By Seth Stevenson - Slate Magazine
This is just a sample of the content found on this website. Please visit the website to read the entire page. "Briefing News & Politics Arts Life Business & Tech Science Podcasts & Video Blogs HOME / ad report card : Advertising deconstructed. The Return of the King Burger King is resurrecting a dubious icon. Why? By Seth Stevenson Posted Monday, Oct. 11, 2004, at 10:41 AM ET Listen to this story on NPR's Day to Day . The King is back 56K 100K Download Windows Media Player The Spot: It's morning. Birds are chirping. A man wakes up in his bed … and discovers he's not alone! Next to him on the mattress there is some sort of royal personage: a king, clad in burgundy robes and a crown. But the king's head appears to be made of plastic and is perhaps three times too large for his body. He hands the stunned man a breakfast sandwich. They laugh together. PRINT DISCUSS E-MAIL RSS RECOMMEND... SINGLE PAGE Facebook MySpace Mixx Digg Reddit del.icio.us Furl Ma.gnolia Sphere StumbleUpon CLOSE Burger King has a problem. It needs to jump-start its breakfast business, but (according to BK's ad agency) when America thinks about fast food breakfasts, it overwhelmingly thinks of McDonald's. Burger King just holds no place in our breakfast imagination. So, if BK makes an ad about how tasty it would be to eat a greasy breakfast sandwich, viewers reflexively think: "Hey, yum, that would indeed be tasty—let's go" .... read entire page
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