The network of fast-food Burger Kingknown on social media for its fun and innovative marketing strategies, became the target of criticism after a controversial campaign involving former adult film actor Kid Bengala.
In recent weeks, BK has published several commercials with figures known to the Brazilian public due to exaggeration, as was the case with actor Stnio Garcia, model Ken Humano and former BBB Eliezer, popular for carrying out facial aesthetic procedures beyond measure.
The repercussion of these campaigns, despite being slightly polarized, was positive for BK because it was a joke with figures who were not controversial. However, the scenario changed after the publication of the advertising film with Kid Bengala, nickname of Clvis Baslio dos Santos, current content producer for the websites Privacy and OnlyFans.
In the video, Kid, known as a size expert, comments on Burger King’s new Exagero promotion, which features 2 Whoppers for R$25, through a series of puns about size and fullness, associating it with the length of his genitals.
Wait, it’s not worth it yet, no! Because the thing is big and it doesn’t fit in my mouth… That’s revenge! revenge!” says Clvis.
The repercussion of this campaign was mostly negative and attracted several comments criticizing the network’s production. fast-food. Several comments highlighted that the campaign was in bad taste and disrespectful towards consumers.
Burger King, in turn, commented on the case: “BK has always been recognized for being a brand with modern, humorous and provocative communication, which attracts attention and creates conversations on social media. Thus, we are always able to expand our voice and our products through iconic campaigns, like the one we carried out to communicate the return of King em Dobro, for example. To communicate the promotion of 2 Whoppers for R$25, we created the “Exagero” campaign, which in a fun way, brings puns that have the sole objective of entertaining our audience, mostly young people aged 18 and over. In order not to increase discussions and polarization on the networks, we chose to remove the material from the air”.
After the incident, the agency that created the campaign, Jotacom, said in a statement, issued last Friday (16), that it always seeks to build conversations and engagement in campaigns, reinforcing Burger King’s proposal to interact in a fun way with the public.
According to the agency, Jotacom always seeks to create conversations and engagement in its campaigns. This is the case with the series of videos that make up the Exagero campaign, which in a humorous way makes puns for the brand’s priority audience (young adults), in order to create light and fun interactions. After analyzing the data generated by this specific video in the series, we decided in a joint decision with the client to remove the material from the air. The campaign continues with new exaggerated characters.
*Cape photo: Repduo/TikTok
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