Burger King's marketing strategy: offend and apologize

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Burger King

Burger King

July 08, 2009
Source
Adage
How's this for a global marketing strategy? Each month target a different international market with an ad that offends some segment of the population, then, after earning a lot of media attention, apologize and pull the ad.
That's the pattern of offense Burger King has established in the past few months. Most recently, the fast feeder had cultural and religious groups screaming today in the latest installment of what has become a series of monthly melees.
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    The BURGER KING® system operates more than 11,100 restaurants in all 50 US States and in more than 65 countries worldwide. Approximately 90 percent of their restaurants are owned and operated by independent franchisees

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