Remember to read the fine print below:
“IT’LL BLOW YOUR MIND AWAY. Fill your desire for something long, juicy and flame-grilled with the NEW BK SUPER SEVEN INCHER. Yearn for more after you taste the mind-blowing burger that comes with a single beef patty, topped with American cheese, crispy onions and the A1 Thick and Hearty Steak Sauce.”
Well I be droppingjaws.com!!! , the latest ad campaigns introduced by Burger King has been droppingjaws.com all over the world. To understand the creative avenue in which this fast food juggernaut has taken we have enlisted the service of a graphic artist working for a creative firm located in one of top 10 media markets in the United States. Chris Murray the wordsmith behind “Marketing Gurus” expresses that there is 8 successful differentiation strategies: 1) Be-first- getting into the mind with a new idea. 2) Maintain attribute ownership- An attribute is a characteristic, peculiarity, or distinctive feature of a person or thing. 3) Be leader- Leadership is the most powerful way to differentiate a brand. 4)Have a History – Heritage has power to make your product stand out. 5) Specialize in your market- The big successes are the specialists. 6) Be the Preferred Provider- The main reason for this kind of behavior is insecurity. 7) Make your product in a special way. 8) Be Hot- While people love the underdog , they usally bet on a winners.
When presented with the finding of author Chris Murray we asked the graphic artist which one of the strategies does he figure Burger King decided to go with and why: DJ(Droppingjaws.com) /GA(Graphic Artist)
DJ: Which one of Chris Murry’s strategies fits the creative avenue Burger King chose to go with?
GA: I would go with making your product in a special way
DJ: Why? This strategy instead of the other?
GA: Burger King has always hung their hat on being different. They flame broil their patties instead of frying them, and unlike any other fast food restaurant you can have it your way. How many ways can you do a hamburger, don’t know but if it can be tried bk will do it.
DJ:How do you feel about the racy advertisement?
GA:I have no problem with it if it comes from a place of creativity and taste. Calvin Klein has half naked men and women in his commercial and that has now become staple for advertising in that market
DJ:Do you think that these ads even though accepted oversea, show a reflection of how ethics have deteriorated in the advertising and marketing industry? Why
GA:I do believe that the lines have started to get blurred, but so has society. I think that as the importance of family leaves so does the morals.
DJ:What target market are the Burger King ads geared towards?
GA:I think that burger king ads target the consumer, they find a way to offend and intrigue everybody at the same time. Most of the time they have multiple version of a commercial so they leave no stone unturned when it comes to there target market
DJ:Does these ads create an impulse to buy the products that their selling? Why?
GA:Yes. Once they grab your attention through shock value they grab your taste buds through odd combinations on their burgers and/or new creative products
DJ:Does the commercial take away from the product? why?
GA:No, for the most part I think they’re funny and at first glance it makes me do a double take and that’s really what it’s all about in this business.
DJ:What advice would you give to an aspiring graphic artist trying to make some noise in this industry?
GA:The nail that sticks out gets hammered. Which means you have to research your target market and understand just because it’s funny or cool to you doesn’t mean it will go over well. You wouldn’t start doing blue ribbons for breast cancer because it’s aesthetically pleasing to you.
Concluding our interview we got a better understanding of why Burger King would choose this avenue of creativity. We hope that this interview would be able to give those of us in the advertisement and marketing community an in-depth insight into the possible creative process behind such a bold and racy ad campaign. With such a competitive fast food industry we @droppingjaws.com understand the importance of keeping and protecting your market share and Burger King seems to be pulling out all the big cards to maintain its position as The King of Burgers.