The Burger King Flame Lets You Smell Like A Cheeseburger
Jennifer Astle — December 17, 2008 — Marketing
References: firemeetsdesire & dlisted
Burger King has resorted to inventive marketing strategy recently; undoubtedly as an attempt to capitalize on a credit crunch market that favors cheap and fast food. Combine that with the powerful psychological impact that scent has on memory, and you get the Burger King Flame.
No, this is not a new cheeseburger grilled and wrapped, it’s a scent. Burger King is marketing their new fragrance, Flame as a sexy product. I know whenever I think sexy I immediately think of onions, and cheese...and mustard oh, my!
The site to market the scent, firemeetsdesire.com, opens with a romantic bath scene, complete with bubbles and petals. But don’t expect roses in this fragrance, it actually smells like meat.
This isn’t the first time Burger King has used sex in a bizarre ad campaign; their recent “Whopper Virgins” has a distinctly sexual tone.
My question is this: would you really want to smell like Whopper?
No, this is not a new cheeseburger grilled and wrapped, it’s a scent. Burger King is marketing their new fragrance, Flame as a sexy product. I know whenever I think sexy I immediately think of onions, and cheese...and mustard oh, my!
The site to market the scent, firemeetsdesire.com, opens with a romantic bath scene, complete with bubbles and petals. But don’t expect roses in this fragrance, it actually smells like meat.
This isn’t the first time Burger King has used sex in a bizarre ad campaign; their recent “Whopper Virgins” has a distinctly sexual tone.
My question is this: would you really want to smell like Whopper?
Trend Themes
1. Inventive Marketing Strategy - There is an opportunity for businesses to explore creative and unconventional marketing strategies to stand out in a competitive market.
2. Scent Marketing - The use of scent in marketing campaigns has the potential to create powerful sensory experiences and evoke strong emotional connections with consumers.
3. Unusual Product Positioning - Exploring unexpected product positioning, such as a fast food fragrance, can capture the attention of consumers and generate buzz for a brand.
Industry Implications
1. Fast Food - Fast food chains can look for opportunities to differentiate themselves through innovative and unconventional approaches to product marketing.
2. Fragrance - The fragrance industry could consider exploring unique scent offerings and collaborations to cater to unconventional consumer preferences and generate novelty.
3. Consumer Goods - Brands in the consumer goods industry can consider unusual product positioning to create a distinct identity and attract attention from consumers seeking novelty and unique experiences.
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