I saw a new campaign over the holiday weekend that I thought was pretty intriguing. It was done by CP+B for their client Burger King, and started with a television commercial that promotes the Website WhopperVirgins.com. The commercial itself wasn’t groundbreaking by any means but the strategy is one that takes the traditional taste-test scenario to a new level.
The folks at CP+B wanted to prove once and for all that the Burger King Whopper was superior in taste to McDonalds’ Big Mac. The problem with setting up a taste-test scenario is that there are always skeptics (even me at times). These are folks that just don’t believe that what they see in an advertisement is real or sincere – more like smoke and mirrors. So how does a brand like Burger King eliminate the marketing factor to level the playing field and focus solely on taste?
Their solution was to travel to the ends of the Earth where marketing hasn’t clouded anyone’s judgement, do a taste-test, and then film a documentary about it (just so you know there’s nothing sneaky going on). Apparently, they’ve even traveled to remote villages in Romania and Greenland where folks don’t even know what a burger is.
Stay tuned for the countdown to the documentary world premiere, now just a little more than 5 days away. I’m pretty sure I know how this one’s going to end!
Garret Ohm
http://www.orange-element.com
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