Earlier this year, the home of the Whopper slapped the advertising world with one of its own by parting ways with lead agency Mother. It was a public divorce attributed to the all-too-familiar “creative differences.”
Now something else is grilling: Burger King just announced that it has found a new home for its 40-year-slogan in the tagline cemetery. The new line is “Be your way,” because nothing could be more personal than ordering a No. 2 with a large carbonated beverage.
Witness the strategery in action after the jump.
Burger King says that the new motto is intended to remind people that “they can and should live how they want anytime. It’s ok to not be perfect … Self expression is most important and it’s our differences that make us individuals instead of robots.”
The winner of the warmer, fuzzier slogan contest was WPP unit David:
Fernando Machado, Burger King’s senior vice president of global brand management, noted in an interview that “Have It Your Way” focuses on only the transaction — the ability to customize a burger. By contrast, he said “Be Your Way” is about making a connection with a person’s greater lifestyle.
“We want to evolve from just being the functional side of things to having a much stronger emotional appeal,” said Machado, who joined the company in March.
The new campaign launches Monday.