Burger King’s Strategy
Slate.com’s Seth Stevenson, in 2004, offered us his analysis of the famous, mannequin-esque, creepy, albeit entertaining for some, Burger King icon. It may come as a surprise to some (the younger generation) that the original King mascot was in standard usage during the 70s (although the new King, with the oversize plastic head, has been redone to reflect edgier times).
His overall conclusion? Although the “King” does creep some out, the advertising does work with the target audience of transfat eating 18 to 35 year old males.
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