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Burger King rebrands as “Fries King”

A couple weeks ago, Burger King introduced it’s totally redesigned french fries product they called “Satisfries.” Boasting “40 percent less fat, 30 percent less calories and big taste,” their initial advertisements made a big deal out of how crazy people were over them, including a promotion showing that even little kids liked them. It made me curious but I was only mildly interested in checking them out. About a month ago they introduced a new “Fry Burger” which was just a lazy food promo where they stuck a bunch of french fries into the middle of a Whopper, but looking back it was probably part of the big picture branding plan.

Now they’ve taken it a step further, making a big deal out of showing that they’re so serious they’re even rebranding the company. Their Facebook page shows the actual installation of store signage to that effect.

Not surprisingly, people are kind of wondering what gives.

I’m not sure it’s the smartest tactic, because confusion is never a good tactic. They may be making their statement about the new fries being great, but at what cost? Undermining your brand identity for a cheap publicity stunt can backfire.

What do you think? Smart move or dumb? Does this make you more likely to try them? Or does it erode your respect for their other products?

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George Pytlik

George Pytlik has been involved in the advertising industry for over 30 years and designed his first website when the Internet was one year old. He was an internationally recognized speaker on advertising and branding and served on a number of communication committees at various times throughout his career, as well as writing a regular column for Marketing magazine.

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