I always thought these were weird commercials. Now I know why. From Forbes Magazine: For years, Burger King had placed its bets on edgy commercials by creative powerhouse Crispin Porter + Bogusky, targeting men in their teens and 20s. Crispin's campaigns got a lot of attention, and plaudits from the advertising community.
But because sales are declining and Micky D's is rising, the King had to go.
This discrepancy in performance is not the result of McDonald's having more "creative" advertising or a hipper mascot (Ronald Mc Donald is many things — hip he's not). But while Burger King was trying to sell consumers an edgy brand image, McDonald's focused on something much more mundane: selling burgers, fries and coffee. The rest is marketing history.
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