Friday, July 10, 2009

Burger King's MO: Offend, Earn Media, Apologize, Repeat

CHICAGO (AdAge.com) -- How's this for a global marketing strategy? Each month target a different international market with an ad that offends some segment of the population, then, after earning a lot of media attention, apologize and pull the ad.

That's the pattern of offense Burger King has established in the past few months. Most recently, the fast feeder had cultural and religious groups screaming today in the latest installment of what has become a series of monthly melees. A few hours after an ABC News reported that ads in Spain depicted the Hindu goddess Lakshmi atop a ham sandwich -- with the caption "a snack that is sacred" -- Burger King announced that it would pull the ads. Many Hindus are, of course, vegetarian.

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