Burger King's Chick Tax Confronts Prejudice with This Humorous Ad
Ellen Smith — August 7, 2018 — Marketing
References: burgerking & adweek
The Pink Tax is a term that explains the social phenomenon that's responsible for 42% of women's products being more expensive than men's products and Burger King's Chick Tax confronts this prejudice in a new ad spot.
The fast food chain becomes an unlikely feminist voice during this one-minute commercial, which cleverly explains the absurdity of paying higher prices for the same product. In the ad, hungry female customers are asked to pay extra for receiving their chicken fries in a pink box. The women express their frustrations, requesting the same box that their male counterparts received and refuse to pay more.
The ad closes as the brand encourages its viewers to support The Pink Tax Repeal Act, as the fast food chain believes that "everything should be equal."
The fast food chain becomes an unlikely feminist voice during this one-minute commercial, which cleverly explains the absurdity of paying higher prices for the same product. In the ad, hungry female customers are asked to pay extra for receiving their chicken fries in a pink box. The women express their frustrations, requesting the same box that their male counterparts received and refuse to pay more.
The ad closes as the brand encourages its viewers to support The Pink Tax Repeal Act, as the fast food chain believes that "everything should be equal."
Trend Themes
1. Pink Tax Awareness - The Burger King ad spot highlights the issue of pink tax and raises awareness about gender-based price discrimination.
2. Feminist Branding in Advertising - The ad demonstrates how brands can embrace feminist messaging to connect with their target audience.
3. Social Activism in Fast Food Marketing - The commercial showcases the potential for fast food chains to engage in social activism and support causes.
Industry Implications
1. Fast Food - Fast food chains can capitalize on the trend by promoting gender equality and raising awareness about social issues through their marketing campaigns.
2. Consumer Goods - Consumer goods companies can take a stance against pink tax by promoting gender-neutral pricing and advocating for equal pricing for products targeted at both genders.
3. Advertising - The advertising industry can adapt to the trend by incorporating feminist themes and messages into their campaigns, helping to challenge societal norms and promote gender equality.
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