Have It BK's Way
Burger King's "Subservient Chicken" ad campaign made the rounds and put agency CP+B on the radar. It was a huge hit. Never mind whether it actually sold more chicken sandwiches or not, we all spent more time than we'd like to admit playing on that darned website (or was that just me?). I even heard David Bohan talk about the Chicken during a meeting of the American Marketing Association, Nashville chapter.
Now Burger King has beat its fast food competitors to the punch by naming and branding its coffee. BK Joe has a life of its own: a catchy name, a distinctive logo, and three "custom" strengths including Turbo. This conjures up images of industrial cleaning products or motor oil, which are both fine, since as far as I can tell the King wants to target young male consumers. And if it's hip enough for 18-24 year old guys, it's cool enough for the rest of us.
Seems like a no-brainer. Give people a reason to stop by each morning and buy an item. Better yet, make that a high margin beverage. Start something habit-forming that involves your brand. Piggyback on Starbucks' demand by matching it with good quality coffee of your own.
What I want to know is--why didn't McDonald's do something like this with their coffee? McD's premium roast is allegedly good enough for finicky palates, yet nobody thought to brand it aggressively as a standalone item. It's fame has been somewhat accidental. It will be interesting to see these fast food giants as they continue to redefine themselves through their product offering.