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?