Crispin Porter Bogusky has totally “re-energized” the brand of Burger King, to the max! The only problem: they are getting their asses kicked by McD’s even worse than before. Between 2003 — the year before Burger King hired Crispin as agency of record — and 2008, Burger King’s share of the burger-chain market fell to 14.2% from 15.6%, while McDonald’s share rose to 46.8% from 43.6%. McDonald’s has posted average annual sales growth of 6.3% compared with BK’s 2.9% gain during that period. That’s because McDonald’s runs boring ads that show All-American people enjoying their McDonald’s food, with a little jingle at the end, and Burger King runs ads that win ad awards. If only the average burger-eater were clever enough to appreciate Crispin’s brilliant branding techniques!
Gawker - World’s Cleverest Ad Campaign Is Big Failure - Marketing (via catbird)
the endless battle between good and successful.
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