part05MM - PART 5-MARKETING MISCUE BURGER KING MAY HAVE...

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PART 5-MARKETING MISCUE BURGER KING MAY HAVE GONE TOO FAR WHEN IT SEXUALIZED FAST FOOD The summer of 2005 was a rockin’ time for Burger King, as the company launched its innovative new chicken strips. Introduced at various price points ($1.69 for six pieces, $2.69 for nine pieces, and $3.99 for a nine-piece Value Meal), BK Chicken Fries debuted with commercials featuring the company’s Coq Roq (pronounced “cock rock”) band and an interactive band Web site ( http://www.coqroq.com ). BK Chicken Fries were designed to meet consumers’ desire for great-tasting, high-quality chicken products that also offer value, portability, and fun. Burger King utilized all white meat chicken to meet the first two qualifications, with price set at a competitive level so that consumers would be getting good value for the money. The chicken fries were packaged in a container that had a built-in well for the dipping sauce and would fit into a car’s cup holder. These were not the attributes that made the chicken fries famous, however. Rather, it was the way that Burger King portrayed the fun aspect of its new product. Created by Miami-based Crispin Porter + Bogusky, the advertising campaign’s television commercial featured a
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This document was uploaded on 09/20/2011.

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