Burger King's bold brand reinvention

This event report outlines how Burger King, the quick service restaurant chain, has re-engaged consumers with its "Be Your Way" positioning.

Burger King's bold brand reinvention

Stephen WhitesideWarc

The Burger King is a highly unconventional brand mascot, right down from his oversized head and fixed grin to the fact he expresses a love for the restaurant chain's products without ever speaking.

Between 2003 and 2011, this anarchic figurehead – created in his contemporary guise by Crispin, Porter + Bogusky – engaged in mischievous advertising antics like pole dancing, invading apartments and climbing into bed with unsuspecting people, all in the name of sharing a passion for burgers, sandwiches and similar treats.

As it attempted to attract audiences other than young...

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