In my view, a good CMO needs to be doing two things at the same time.
First, you need to drive sales. I doubt any CMO will last too long if the brand
is tanking in sales. Second, you need to make your brand “future-proof.”
Making the brand “future-proof” requires one to create a vision about how
the future will be.
I think one doesn’t need to be a marketing visionary to imagine that five
to 10 years from now, people will be eating food that doesn’t contain
The main objective of the Moldy Whopper campaign was not to drive
short-term sales. From my personal experience, the best way to drive short-term
sales in our product category is to do a promotion (and the fast food category
is filled with them) and/or to launch a new product.
Moldy Whopper grew consideration to visitation by 22.8%. And that’s truly remarkable.
Why you need the campfire and the fireworks
One common question with Moldy
Whopper is: Do you really need to go that far?
Yes, we do.
As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”
5 Lessons Burger King Learned From the Moldy Whopper – Adweek
In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”
“7 Times Burger King Wickedly Trolled McDonald’s, and How It’s Boosting Sales. Grilling the Golden Arches has become BK’s signature move”
“Many of our ideas have been incredibly effective at building brand love and driving business results,” Machado tells Adweek. “It’s all about the tone of the brand. Our tone is fun, lighthearted and self-deprecating. We like having fun, and we can take a joke at the same time. That in my view is a condition for you to be able to poke fun at others. We don’t do things that are mean-spirited or that can come across as bullying. Fast food is a fun occasion. And as a challenger brand, we try to be the fun brand in a fun product category.”