Moldy Burger: 5 lessons

Nice read! Few quotes:

In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”

Making the brand “future-proof” requires one to create a vision about how the future will be.

I think one doesn’t need to be a marketing visionary to imagine that five to 10 years from now, people will be eating food that doesn’t contain artificial ingredients.

The main objective of the Moldy Whopper campaign was not to drive short-term sales. From my personal experience, the best way to drive short-term sales in our product category is to do a promotion (and the fast food category is filled with them) and/or to launch a new product.

Moldy Whopper grew consideration to visitation by 22.8%. And that’s truly remarkable.

Why you need the campfire and the fireworks

One common question with Moldy Whopper is: Do you really need to go that far?

Yes.

Yes, we do.

As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”

Burger King trolls

Be inspired by Burger King, 7 examples

“7 Times Burger King Wickedly Trolled McDonald’s, and How It’s Boosting Sales. Grilling the Golden Arches has become BK’s signature move”

“Many of our ideas have been incredibly effective at building brand love and driving business results,” Machado tells Adweek. “It’s all about the tone of the brand. Our tone is fun, lighthearted and self-deprecating. We like having fun, and we can take a joke at the same time. That in my view is a condition for you to be able to poke fun at others. We don’t do things that are mean-spirited or that can come across as bullying. Fast food is a fun occasion. And as a challenger brand, we try to be the fun brand in a fun product category.”

https://www.adweek.com/creativity/7-times-burger-king-wickedly-trolled-mcdonalds-and-how-its-boosting-sales

Burger King Pink taxes


GUTE-URLS

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WTF time for change in 2019! …. Burger King Corporation seriously kicks #pink #asses and rocks it along the way:

“Overall, women pay

13% more for personal care products

8% more for clothing

7% more for girls’ toys

8% more for health care products

Source: NYC Department of Consumer Affairs,

credits: https://www.vox.com/2018/3/30/17179350/pink-tax-beauty-products-gender-inequality-women

Case study: