The King's last deal goes sour
For the second time in its 56-year history, Burger King’s large-headed mascot has been retired in an effort to step up the struggling chain’s advertising and business model. First retired in 1989, The King was brought back in 2004 to star in commercials focused on the creep factor, peeping into homes and appearing in bed with middle-aged men.
But in a fiscally struggling generation, Burger King is now trying to step up their game. While other chains have more or less ditched their mascots, such as McDonald’s creepy clown Ronald McDonald (and don’t forget Hamburglar) in favor of advertising focused on healthier food choices and the portrayal of customers as hip or modern, Burger King has kept to the basics: Big burgers, crispy fries, and working men, all brought together by the imperious gaze of the plastic-headed King.
According to Burger King, this change is not permanent, but does reflect an overhaul of Burger King’s projected culture and intended consumer. [Source; Image]
