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Carl's Jr Put Sexy on the Menu and Won Big
By: Emory Brown
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Sex sells! This is true, from promotional models to the Victoria’s Secret Angels being serenaded by Ed Sheeran. Lucky bastard! Excuse me — a severe moment of jealousy.

Whatever the case, pretty women have had a way of helping brands create sales and establish brand loyalty for customers all around the world. Now, Carl’s Jr.’s new commercial starring Kate Upton has proven that sexy women and advertising are a match made for getting a brand attention.

When I first saw the commercial, I didn’t know what I was getting into. Ten seconds in, I was trapped. I didn’t know if I was watching a Sports Illustrated behind-the-scenes movie or hoping this was a Hugh Hefner production.

Kate Upton and cheeseburgers make a sensual combination. It’s so cool that it earned Carl’s Jr. over two billion earned media credits worldwide. Crazy. The right girl for the commercial and the right brand, and presto — marketing success.

My question is: Did this really sell burgers? We’ll have to see next quarter’s report to find out.

However, Carl’s Jr. isn’t stopping with Kate Upton. They have just created a Super Bowl ad featuring former Guess model Charlotte McKinney walking nude through a farmer’s market, promoting their all-natural beef product and using fresh vegetables to cover her most intimate features.

I can’t say that sex will sell burgers, but it will boost brand perception and may even induce trials among younger men who may or may not be brand loyal to other brands.

One thing I do know: Carl’s Jr.’s loyal customers are surely enjoying the new advertising. I wonder if they’ll be giving away posters like Happy Meal toys. I guess if it earns them another two billion in earned media, they probably will.


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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