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If you’ve spent any time in marketing – and I spent the better part of three decades doing so – you’ve probably been in a meeting like this.
It’s where an idea is being pitched and your own feelings of common-sense kick in and tells you it’s not that great of a proposal. But if you object, particularly if you’re an older executive – you will be shamed into not being “with it”, not looking at things in a new modern way, and are too focused on old school metrics like wondering if all this is going to result in your company actually selling more stuff.
Happens frequently, and if you sell hard enough, you’ll sometimes get approval for something that, in truth, isn’t that great a proposal.
Which brings me to the new Burger King rebrand.
Whoever sold that logo needs to be in the selling hall of fame. They somehow convinced Burger King to give them millions of dollars in return for the agency giving them their old logo back from the 60s. To complete the package, they even took the font you saw every Monday night at 8 PM on NBC’s Rowan and Martin’s Laugh-In, and are slapping it on burger and burrito wrappers.
I’m guessing Goldie Hawn will next be invited to be a company spokesman.
Now before you start with the counter argument of I’m old and I don’t understand the subtle changes that have been made that prove it’s NOT the old logo, save that for someone who wasn’t alive back then. I consumed more Whoppers back in the 60s than most major league baseball players hit home runs in their careers.
This was also back in the days where we didn’t have delivery services, cell phones, or if you were my age, cars for that matter. So to get a Whopper, I had to trudge down the mean streets of Dominion Avenue until I ran out of road, then walked up to Little Creek Road in Norfolk to spend my hard-earned lawn-mowing money.
It was quite a haul. Occasionally you might get lucky and while out and about, you could talk your mother into stopping there and getting one. But you dare not mention it to the old man while we were heading to the Navy base to play golf at a course called Eagle Haven, unless you were interested in getting another lecture on the depression and how they ate dirt and were happy to have it.
Then, of course would come an Italian father’s favorite retort. A McDonald’s hamburger back then was 15 cents, while the Whopper was 49 cents. “We have food at home,” he’d say, “and 49 cents? You think we’re made of money?”
It was far better to just walk the two miles and eat your Whopper in peace.
So when you exert that amount of effort to get one, you remember unwrapping it and seeing that logo. It’s burned in your memory, like the joyous feeling of ordering a small fry and finding there are a couple of onion rings mixed in with it.
That logo, after exerting the same effort I also did walking to school 5 miles in the snow, is something you never forget. It's what I’m seeing in the news today.
I hope it works for them, because I prefer Burger King to McDonald’s. But I think it would do them more good if they’d just figure out a way to keep the actual burger warm for longer than the 27 seconds it takes to drive out of the parking lot. It goes cold quicker than a woman's heart in a Lifetime Movie who has been done wrong by some shady man.
Moving the price back to 49 cents, which it sold for the first time the logo was introduced, wouldn’t hurt either 😊
Apparently these new ad people learned the old adage of "Blow in my ear, and I will follow you anywhere."
Say good night, Dick.
Back when kids got burgered in by the king along Little Creek Rd all the way thru Turner St (alas, now a Zaxby's?), except for a brief stint with Burger Chef. That said, many a great memory recorded here between BK and DD. Logo and wrapping aside, BK contents and DD contents go well together.
BTW, young man, use wisely the "old man" self-reference, or elst your classmates begin to claim you hid well your 10-years seniority.