Burger King Corporation Unveils New Advertising.MIAMI--(BUSINESS WIRE)--Aug. 4, 1999-- Live Action, New Logo Take Center Stage Burger King Corporation today unveiled its new national broadcast advertising campaign, which uses humor humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was and live action vignettes at or near BURGER KING(R) restaurants, to show how the company will go to great lengths to deliver great tasting food just the way the customer wants it. The new campaign builds on the taste message created by the company's three-year food and music campaign and leverages the company's taste superiority through a long-time equity, HAVE IT YOUR WAY(R). The campaign encompasses the emotions and experiences of enjoying great tasting BURGER KING(R) food. The new advertising campaign also debuts the new BURGER KING(R) logo, which will be implemented in all advertising, merchandising, packaging, uniforms, signage and image designs going forward. The campaign supports the newly established--but historically rooted -- positioning of "HAVE IT YOUR WAY(TM)", but seeks to extend the message beyond the simple customization of toppings and into the customer service dimension. The basic premise is that BURGER KING(R) is always seeking new ways to help customers have it their way, whatever it takes. As such, the campaign is being referred to as "Going the Distance." Using humorous spoofs, the advertising focuses on the great taste of the food (maintaining the "When you have it your way, it just tastes better" tagline). The introductory flight breaks August 8th, supporting a series of WHOPPER Whopper - WarGames (R) brand advertising, that dimensionalizes why the WHOPPER(R) is AMERICA'S FAVORITE BURGER(TM) . "The rational truth of the advertising is still that at Burger King(R) it just tastes better, but, by using live action with real people we can make the emotional connection with consumers that they can have it the way they want it at Burger King(R)," said Jim Watkins Jim Watkins, an Ohio native, is the co-anchor of the weekday edition of CW11 News at Ten on WPIX-TV. He joined the station in 1998 after three years working at WNBC-TV in New York. , senior vice president, marketing for Burger King Corporation. "This new campaign focuses on how "Have It Your Way" unlocks not only superior taste but can extend to the entire fast food experience as well." All "Going The Distance" spots begin with teletype text stating "at BURGER KING(R), we're always trying to make 'HAVE IT YOUR WAY(TM)' better". The first series of ads are entitled "Truck" and "Patch" (created by Ammirati Puris Lintas); "Backyard Barbeque" (The African American African American Multiculture A person having origins in any of the black racial groups of Africa. See Race. Ad developed by UniWorld Group, Inc.), and "Samurai samurai (sä'm  rī`), knights of feudal Japan, retainers of the daimyo. This aristocratic warrior class arose during the 12th-century wars between the Taira and Minamoto clans and was "
(The Spanish language Spanish language, member of the Romance group of the Italic subfamily of the Indo-European family of languages (see Romance languages). The official language of Spain and 19 Latin American nations, Spanish is spoken as a first language by about 330 million persons spot created by Bromley, Aguilar &
Associates). Actor John Goodman Not to be confused with Johnny Goodman (TV producer), Johnny Goodman, or John C. Goodman.John Stephen Goodman (born June 20, 1952) is a Golden Globe- and Emmy-winning American actor, perhaps best known for his roles on the television series Roseanne is the unidentified voice over for the general market advertising. The spots end with the tag line tag line also tag·line n. 1. An ending line, as in a play or joke, that makes a point. 2. An often repeated phrase associated with an individual, organization, or commercial product; a slogan. Noun 1. , "When you have it your way, it just tastes better.(TM)" While the tag line has remained the same, the new BURGER KING(R) logo will now appear in all T.V. advertising. The general market ad was created by Ammirati Puris Lintas (APL (A Programming Language) A high-level mathematical programming language noted for its brevity and matrix generation capabilities. Developed by Kenneth Iverson in the mid-1960s, it runs on micros to mainframes and is often used to develop mathematical models. ), the company's general market agency of record for nearly five years. APL created the company's successful Food & Music campaign which ran more than three years, as well as a series of brand spots that have appeared over the past 1 1/2 years including "Airplane", "Bus Stop" and "Hamster hamster, Old World rodent, related to the voles, lemmings, and New World mice. There are many hamster species, classified in several genera. All are solitary, burrowing, nocturnal animals, with chunky bodies, short tails, soft, thick fur, and large external cheek ". UniWorld Group, Inc., the company's African American agency of record since 1983, and Bromley Aguilar & Associates, the Hispanic agency of record for the past 10 years, will both adopt similar live action vignettes with culturally relevant situations and humor into their creative advertising spots. The "Food and Music" campaign, which has featured more than 175 songs from the 50s, 60s, 70s and 80s, will cease. To thank consumers for making the WHOPPER(R) "America's Favorite Burger(TM)", the company will give out with any purchase at participating BURGER KING(R) restaurants, while supplies last, a coupon good for a 99(cent) WHOPPER(R) sandwich during their next visit. The new logo, created by the New York-based Sterling Group, marries the best of the old design with a new look that creates the new BURGER KING(R) Bun Halves and Crescent Logo. BURGER KING(R) modernized mod·ern·ize v. mo·dern·ized, mo·dern·iz·ing, mo·dern·iz·es v.tr. To make modern in appearance, style, or character; update. v.intr. To accept or adopt modern ways, ideas, or style. its logo by giving the impression of the burger bursting out from the buns and placing it on an angle to add motion, energy and direction. The introduction of a new color element, a blue crescent, surrounds the bun to add dimension. "The result is an authentic image that captures the equities and passions of the brand," said Jacqueline McCook, senior vice president, Worldwide Brand Strategy for Burger King Corporation. "Consumers have responded very favorably to the new logo." All of the packaging focuses on the new brand mark as a hero as well. The packaging design included pixels which burst from the logo to connote con·note tr.v. con·not·ed, con·not·ing, con·notes 1. To suggest or imply in addition to literal meaning: "The term 'liberal arts' connotes a certain elevation above utilitarian concerns" flame-broiled, heat from the burgers and the effervescence ef·fer·vesce intr.v. ef·fer·vesced, ef·fer·vesc·ing, ef·fer·vesc·es 1. To emit small bubbles of gas, as a carbonated or fermenting liquid. 2. To escape from a liquid as bubbles; bubble up. 3. from the sodas. The new packaging design and recently unveiled new uniforms are being rolled out system wide beginning immediately. Rollout of packaging and uniforms should be complete by the Spring of 2000, including the rollout of the clear view bags that will allow consumers to "see" that their orders are complete. Burger King Corporation and its franchisees operate more than 10,500 restaurants in all 50 states and in 54 countries and international territories around the world. Since the company's founding in Miami in 1954, the BURGER KING(R) brand has become recognized for great flame-broiled taste and HAVE IT YOUR WAY(R) food customization. In fiscal year 1998, the BURGER KING(R) system had system-wide sales of $10.3 billion. Burger King Corporation is a part of Diageo (NYSE NYSE See: New York Stock Exchange :DEO DEO Deodorant DEO Diversification de l'Economie de l'Ouest Canada (Western Economic Diversification Canada) DEO Diversification de l'Économie de l'Ouest Canada (Western Economic Diversification Canada) ), the international food and drinks company. In addition to BURGER KING, other brands include Pillsbury, Haagen-Dazs, Johnnie Walker Johnnie Walker is a brand of Scotch whisky produced in Kilmarnock, Scotland. It is the most widely distributed brand of Scotch whisky in the world, sold in almost every country and with yearly sales of over 120 million bottles. and J&B scotch whiskies Scotch whisky n. A whiskey distilled in Scotland from malted barley. Noun 1. Scotch whisky - whiskey distilled in Scotland; especially whiskey made from malted barley in a pot still , Smirnoff vodka, Gordon's gin Gordon's is a brand of gin produced in the United Kingdom and under license in New Zealand and several other former British territories, with the top markets for Gordon's being Great Britain, the US, Greece and Africa. It is owned by the multi-national alcohol company Diageo Plc. , Baileys cream liqueur A cream liqueur (not be confused with crème liqueur) is a liqueur that includes dairy cream among its ingredients. Examples include Baileys Irish Cream and Saint Brendan's, which use Irish whiskey; Amarula, which uses distillate of fermented South African marula fruits; Voyant Chai , and Guinness stout. The group operates in over 200 markets worldwide, and employs around 77,000 people. Systemwide, BURGER KING(R) restaurants employ more than 300,000 people. To learn more about the BURGER KING(R) system, please visit the company's website at www.burgerking.com. -0-
BURGER KING CORPORATION ADVERTISING FACT SHEET
1958 - 68 Hume, Smith and Mickelberry (based in Miami)
1958 - "HOME OF THE WHOPPER(R)"
1968-76 Batten, Burton, Durstine and Osborne (BBDO)
1968 - "The Bigger The Burger The Better The Burger"
1974 - "HAVE IT YOUR WAY(R)"
1976 - 87 J. Walter Thompson
1976 - "America Loves Burgers and We're America's
BURGER KING(R)"
1978 - "Best Darn Burger"
1979 - "Make It Special, Make It BURGER KING(R)"
1982 - "Aren't You Hungry"
"Battle of the Burgers"
1985 - "Herb"
1986 - "Burger King Town"
1987 - "Best Food for Fast Times"
1987 - 89 NW Ayer
1987 - "We Do It Like You Do It"
1989 - 93 D'arcy Masius Benton & Bowles (DMB&B)
1989 - "Sometimes You've Gotta Break The Rules"
(w/Saatchi)
1991 - "Your Way Right Away"
1992 - "BK Tee Vee"
1994 UniWorld Group, Inc.
"Back to Basics" General Market
1994 - present Ammirati/Puris/ Lintas - General Market and Kids
Club
1994 - "GET YOUR BURGER'S WORTH"
1996 - Food & Music Campaign
1998 - "IT JUST TASTES BETTER(TM)"
1999 - When You Have It Your Way It Just Tastes
Better
Ethnic
1983 - present UniWorld Group, Inc.-African American agency of
record
1989 - present Bromley, Aguilar & Associates (formerly Sosa,
Bromley Aguilar & Associates) Hispanic agency of
record
Burger King Kids Club
1989 - 1994 Saatchi & Saatchi Advertising, New York
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