'Carl's Jr' is Using Ronda Rousey to Sell a Breakfast Sandwich
Gurveer Brah — September 1, 2015 — Marketing
This fighter food ad features one of biggest new superstars in sports and gives her a platform to show her comical side. Pairing with the fast-food chain 'Carl's Jr,' Ronda Rousey looks to show that she's got a "sweeter side" with this commercial for the 'Cinnamon Swirl French Toast Breakfast Sandwich.'
This ad works in tandem with both brand's interests, trying to create a new twist on perception for both entities in this commercial. Carl's Jr has often been criticized for being too sensual in its marketing and Rousey has been criticized for often being confrontational. This fighter food ad is tongue-in-cheek, being labeled as Ronda's "most satisfying takedown." The 'Knockout Breakfast' also comes "with a sweet side" -- the ad implies that the sandwich and Ronda share those same features.
This ad works in tandem with both brand's interests, trying to create a new twist on perception for both entities in this commercial. Carl's Jr has often been criticized for being too sensual in its marketing and Rousey has been criticized for often being confrontational. This fighter food ad is tongue-in-cheek, being labeled as Ronda's "most satisfying takedown." The 'Knockout Breakfast' also comes "with a sweet side" -- the ad implies that the sandwich and Ronda share those same features.
Trend Themes
1. Celebrity Fast-food Ads - There is room for more fighters and celebrities to partner with fast-food chains and create comical, unique ad campaigns.
2. Humorous Food Commercials - The success of this commercial highlights an opportunity for brands to use humor in advertising and showcase a different side of their public image.
3. Rebranding Through Collaborations - This commercial showcases how collaborations can help shift the public perception of a brand or celebrity by presenting a new image via a new partnership.
Industry Implications
1. Fast Food - Fast food chains can benefit from partnering with celebrities and athletes to create humorous campaigns that can generate more buzz and positive PR.
2. Advertising - This commercial is an example of how advertising can be used to rebrand a product or celebrity and create a new image through a fresh partnership.
3. Sports Marketing - Athletes can leverage their celebrity status to partner with brands and create humorous, relatable campaigns that can boost their public image and appeal to a wider audience.
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