Anytime you try something different as a brand it is a gamble. Especially when you go outside the box…
Cadbury tried their sweet tooth on bathroom products and bit off more than they could chew.
Although average for sales, NASCAR critically sputtered out of the starting line with their take on romance novels.
And famous for their water, Evian bizarrely released a water bra. Yup, a water bra…
But what if you wanted to create something new from something familiar?
Burger King, home of the Whopper, had a brilliant idea in creating a new burger; no, not adding more bacon … though more bacon is amazing. But by collaborating on a “superburger” with burger rival, McDonald’s.
Burger King contacted the organization Peace One Day to suggest an idea to McDonald’s for Peace Day on September 21. Over the course of a one-day “cease fire”, one location in the US would sell a “McWhopper”, a combo burger of both franchises’ trademark styles.
Not only would the world witness the birth of an unusual new superburger, but on an epic global level, the concept of peace and unity would be humourously expressed through the McWhopper.
But how did McDonald’s respond?
“Dear Burger King,
Inspiration for a good cause … great idea.
We love the intention but think our two brands could do something bigger to make a difference.
We commit to raise awareness worldwide, perhaps you’ll join us in a meaningful global effort?
And every day, let’s acknowledge that between us there is simply a friendly business competition and certainly not the unequalled circumstances of the real pain and suffering of war.
We’ll be in touch.
- Steve, McDonald’s CEO
P.S. A simple phone call will do next time.”
So, unfortunately there will not be a McWhopper anytime soon. Sure, McDonald’s had a point, even if they came off a little pretentious. But was it for the best to reject this brand crossover? Is the idea of two rival brands crossing over completely naff? Or can two brands such as this come together to build a new product? Like with anything, it’s all about vision, awareness, and execution.
Two brands coming together to create a familiar superproduct has all the potential to be wonderful. Just look at Whittaker’s and Lewis Road; these brands have teamed up to create the perfect marriage of milk and chocolate.
What about two non-relatable brands? Well, if you avoid water bras and chocolate foot scrubs, the path is yours to take. It’s generally uncharted territory, but with the right marketing tools you can navigate safely during your brand journey.
Please feel to ring us to chat about your marketing needs or dreams of superburgers.
Online Marketing Agency Ltd.
Tel: +64 (0)9 413 7999
P.O Box 301 901, Albany, Auckland 0752