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PRODUCT: New Burger King Men’s Fragrance

No, it’s not a joke—although the late night comics will probably have their way with it. This past weekend, fast food chain Burger King rolled out “Flame,” a new men’s body spray billed as “the scent of seduction with a hint of flame-broiled meat.” The fragrance, which you can see at http://www.firemeetsdesire.com, does not invite you to “have it your way.” Instead, it tells you that “Now you can set the mood no matter what mood you’re in the mood for.” (Umm…is that lost in translation from the language of whatever bizarre land the Burger King hails from?) burger-king-fragrance
The site further goes on to explain that “The Whopper sandwich is America’s favorite burger. FLAME by BK captures the essence of that love and gives it to you. Behold the scent of seduction, with a hint of flame-broiled meat.”

Is this a gag? Big companies like Burger King tend not to have a sense of humor…although the film clip of the naked (discretely draped) Burger King lying on the lion skin in front of the roaring fire is pretty funny (just don’t look at it on a full stomach).

Who is the target market for this fragrance? Judging from the mood music and the visual of the bathtub surrounded by flowers and many flickering candles—and the fact that the New York City retail outlet is Ricky’s, a bastion of makeup and other beauty products—we think BK is betting that women will buy it for their men.

But what kind of women? We cheddar to think.

And now, because we need a stiff drink to clear our minds, join us for a visit to the Cocktails Section of THE NIBBLE.





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