Carl’s Jr. is making waves again with its bold marketing strategy as it brings back its iconic bikini-and-burgers commercials for Super Bowl LIX. This decision marks a significant shift from its previous approach, which saw the fast-food chain step away from sexualized advertising in 2017 due to backlash from various groups. But now, the company seems ready to embrace a more provocative style once again, tapping into the current cultural climate.
Return of the Bikini Ads
The latest commercial features TikTok sensation Alix Earle, who is seen strutting through a car wash in a barely-there red bikini. The ad captures a playful moment where Earle indulges in a giant ‘Hangover burger,’ splattering sauce on her sleeping boyfriend. This cheeky portrayal is designed to grab attention, and it does just that. Earle’s social media influence is undeniable, making her a fitting choice for a brand looking to make a splash during one of the biggest advertising events of the year.
Shifting Cultural Norms
So, why the change? The burger joint’s previous advertising campaigns famously showcased scantily-clad models, including big names like Paris Hilton and Kim Kardashian. However, after a seven-year hiatus from such tactics, Carl’s Jr. is re-entering this territory, spurred on by what some experts describe as a cultural shift. With Donald Trump back in the White House, there seems to be a renewed sense of acceptance for more provocative advertising.
Tim Calkins, a clinical professor of marketing at Northwestern’s Kellogg School of Management, noted that the ad reflects a broader change in societal norms. “Clearly with the new administration, what is acceptable conduct is changing,” he explained. This sentiment resonates with the brand’s strategy, as they aim to capitalize on the evolving landscape of consumer perception.
Marketing Strategy and Free Burgers
In addition to the eye-catching visuals, the commercial also promotes a special offer for fans. Viewers can snag a free burger the day after Super Bowl LIX by downloading the Carl’s Jr. app and signing up for rewards. This clever marketing tactic not only encourages app downloads but also fosters customer loyalty in a competitive fast-food market.
Jennifer Tate, chief marketing officer at CKE Restaurants, expressed enthusiasm about the direction the brand is taking. “Carl’s Jr. is having so much fun doing things other brands are too timid to do,” she stated. This boldness could prove to be a marketing masterstroke, especially as the fast-food industry continues to evolve.
Super Bowl Advertising Landscape
Super Bowl advertising is big business, with commercial slots during the game costing up to $8 million. Brands are always looking for ways to stand out, and Carl’s Jr. seems ready to take the plunge. By tapping into the nostalgia of its previous campaigns while also aligning with current trends, the company is poised to capture the attention of millions of viewers.
This year’s Super Bowl features an exciting matchup between the Philadelphia Eagles and the Kansas City Chiefs. The Chiefs are chasing a historic third consecutive championship, making this event even more thrilling. With all eyes on the game, Carl’s Jr. is betting that its risqué ad will resonate with fans and spark conversations.
Past Backlash and Future Prospects
While the brand’s previous advertising tactics have faced backlash from women’s groups, the return to this style could be seen as a calculated risk. Some experts believe that embracing a more provocative approach may resonate with a segment of the audience looking for humor and fun in their fast-food experiences.
Carl’s Jr. has a history of pushing boundaries, and with the addition of a social media influencer like Alix Earle, the brand is tapping into a younger demographic that values authenticity and relatability. This could be a winning combination, especially in an age where social media plays a pivotal role in shaping consumer perceptions.
Anticipation for Super Bowl LIX
As the countdown to Super Bowl LIX continues, excitement is building not just for the game but also for the commercials that will air during the event. With Carl’s Jr. making a statement with its return to bikini-themed advertising, it will be interesting to see how viewers react. Will this bold move pay off, or will it draw criticism once again?
In a world where marketing strategies are constantly evolving, Carl’s Jr. is taking a gamble that could redefine its brand image. As they prepare to unveil their latest campaign, one thing is certain: they are ready to make a splash in the fast-food industry and beyond. With the Super Bowl serving as the perfect platform, all eyes will be on Carl’s Jr. as they attempt to capture the hearts—and appetites—of fans across the nation.
