Yesterday, Burger King launched the #feelyourway campaign.
I won’t explain it to you. Just watch their video:
— Burger King (@BurgerKing) May 1, 2019
“Not everybody wakes up happy. Sometimes you feel a sad scare and crappy. All I ask is that you let me feel my way.”
I have worked as a marketing consultant for internet gurus, industrial companies in the arms industry and medical brands. I know some of the best copywriters, growth hackers and advertising experts in the world. Although my focus was more on the direct response side — when you want consumers to act right now — I learned lots about long-term branding on the way.
Let me tell you:
Most of the “creative” advertising today is horrific.
It’s just some hipster creative agency that makes a living on scamming big companies.
The agencies let a young, feminist woman, likely with a flannel shirt and body covered in tattoos, live out her creative dreams and create something that touches lives. But in the end, it turns out they were too self-absorbed by their own visions and forgot why they get paid:
To help the client.
Because a video like this just isn’t going to cut it. Burger King sells junk food. Junk food is terrible for you in all rational ways, and there’s only one reason someone would buy it:
People who eat junk food, experience a positive feeling from eating it. Maybe you eat it together with your family and have a good time. Maybe you just enjoy the taste. Maybe you’ve been primed to get a dopamine kick every time you take a bite of that Whopper.
Associating negative emotions with your food brand is a gigantic fail.
Until next time,
— Mr. Contrarian