Throwback to the infamous Paris Hilton Carl's Junior commercial in 2005 where the heiress washed a car with suggestive poses in a revealing swimsuit and high heels, Carl's Junior became synonymous with cheesy, tasteless and ultimately sexist ads.
Earlier this year in January, Carl's Junior drew flak for another controversial commercial featuring model Charlotte McKinney wearing underwear, intentionally objectifying her body with tomatoes as her buttocks as seen from afar and a pair of melons for her breasts.
Carl's Junior Singapore recently launched a new advertising for their new big chicken fillet sandwich with the tagline "Everybody Loves Big Breasts".
Stooping to such low levels of marketing standards and ethics in Asia will not help the brand that is trying to sell burgers at a premium price.
Well-informed and educated Singaporeans will be put off by such overtly sexist messages.
In America, a survey conducted by an advertising firm found that 52 percent of people surveyed found the ad “offensive” while 51 percent felt it was “irritating and annoying.” Usually, after seeing a fast food ad, about 8 percent of people feel worse about fast food but after viewing Charlotte McKinney’s spot, a whopping 32 percent felt worse about the brand. [Fox News]
How Carl's Junior Singapore Should Approach Their Marketing Strategy
Instead of following the downwards path that America is doing, focus on other great many unique selling points that competitor fast-food chains such as McDonald's and KFC do not have.
For instance, Carl's Junior's burgers are priced as premium burgers and should focus on marketing their special ingredients and not-your-regular burgers. They could also focus on their American heritage and culture instead of using sex and a totally uncool strategy of putting down women to sell burgers.
For more on how to formulate clever marketing strategies that's not offensive, contact us today.