Burger King and Its Advertising Campaigns
Burger King is a reliable burger company which has had its ups and downs.
In 1974, it came out with a slogan of "Have it your way" and at this time it
also had a 4 % market share. Burger King's idea was to have the customer have
their burger done their way rather than a standard burger. In the early 80's
Burger King was trying to keep sales growing so they had to keep changing their
advertising. In 1982 "Battle of the burgers" and "Aren't you hungry for a Burger
king now?" were the slogans used. In 1983 "Broiling vs. frying" and 1985 "The
big switch". All these ads throughout the years helped increase market shares
from 7.6% to 8.3% from 1983 to 1985. "Search for herb" was a slogan used by BK
about a person that has never tasted a whopper burger, this campaign was
supposed to increase market share by 10% but in reality only increased it by 1%
it was a disaster. In 1986-1987 "this is a burger king town" and "best food for
fast times" brought a lot of attention to the company. In 1988 "We do it like
you do it" was used often but a year later they came out with two new slogans
which confused the customer. In 1989 "Sometimes you gotta break the rules" and
"BK tee vee" with MTV and Dan Cortese with "I love this place". This was another
huge setback for BK because people on the go and parents found this ad loud and
irritating. BK at this time has failed to establish a solid image that would
differentiate it from its competitors. Ads if anything only confused consumers
as to what advantages BK offered. In 1993 it had a market share of 6.1% were
McDonalds had 15.6% and BK's sales were growing slower than its rivals.
Failed advertis ...