Burger King's Crown on Too Tight

By now you’ve probably heard the “flap” over Burger King’s new www.coqroq.com website.  See the complete article in ad age. 

The Web site's double entendre name, along with the lyrics, demeanor and the sophomoric presentation of the fictitious heavy metal group, projects the illusion of something designed to offend the sensibilities of mainstream adult America

Many of the sexual double entendres have been removed and I was unable to find the famous picture of the teen girls with the caption "groupies love coq”. Feathers have been flying that the site is offensive to women.  I just wonder how "groupies love coq" made it through the whole approval process and actually went live on the site.  It looks like they removed it very quickly.

I'd really like to know what the strategy was behind the venture.   If it was to create a PR buzz – Burger King certainly succeeded – but how is it helping to promote or even define the Burger King brand?  It’s so far removed from all things Burger King.   

McDonalds, on the other hand, has been slowly and consistently recrafting their brand.  Their “I’m Loving It” commercial campaign has a hip feel to it.  It manages to be “real” without being offensive.  You walk into their restaurants and instead of seeing a list of credit cards and “We Proudly Accept the Following Credit Cards” – they show the credit card logos with the slogan “Yeah – we take ‘em”.    They are speaking in their customer’s language, but still not going so far over the edge they are offensive.   

Another way McDonalds is recrafting their brand?  Hiring no less than P. Diddy, Russel Simmons, and Tommy Hilfiger to design employee uniforms. Does this fit into the strategy?  Will uniforms worn by employees affect how the public and especially the employees feel about the brand?   I think it will.

Will Burger King’s coqroq have a lasting effect on the brand?  Will it have any effect on the brand?   Will it have a negative effect on the brand?  Without knowing what the strategy is behind it, I can’t answer those questions. 

I will say from a usability point of view – the website is a nightmare – the dark colored fonts on black background are almost impossible to read – the navigation elements are not intuitive at all.  Though I must admit, I do kinda like the band member names  – “Fowl Mouth” and "Free Range" are my favorites.  I’m not saying it’ not creative, just wondering if it’s effective.  What do you guys think?

Comments

[Mary Schmidt]

Keeping in mind that we're not the target audience...I agree the web site is poorly done. What's the purpose? to sell Chicken fries? Ring tones? What? What? Plus, if you do click on chicken fries, that's a deadend. You can't go home or back. And, if this site is designed to sell - let's face it - dead chicken - do we really want a dead chicken look? Very unappetizing. I give them a A for creativity, a F- for business smarts.

[Susan Carroll]

I'm wondering if offensive advertising really works? From what I've gathered, and just plain intuition, Mothers are not thrilled with anatomically explicit ads written by emotionally stunted males for adolescents. But I may be wrong.

[Melih]

Hi Alana, Checking in after work again. I hope you dont get to tired of me!! All the Ordano Clan is honoured to help out with the beer and bgurer night. My Mom is so sweet, she doesnt know you I dont think but, but she of course knows your Dad from Save On and she knows how passionate I am about ball and my slo-pitch friends and how wonderful they have always been to me that she wants to help out too. So does my Dad and Steve. As you know, many years ago we went through a tough time and we were supported and helped by so many people, so for us to help out in any way, we are all in!!Have a wonderful sun shiny day tomorrow!Lots of Love Tracey O and the Fam!