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Promote spicy fast food with tasteless
titillation? Broadcast a bored (and boring) Paris
Hilton to boost burger sales? Guess what . . . it
doesn't work.
"We couldn't help but chuckle at the news that
CKE Restaurant's bottom line flat-lined after using
Paris Hilton in its Carl's Jr. and Hardees ads,"
said Joe Kelly, President of the national nonprofit
Dads and Daughters, which takes frequent actions
against exploitive advertising.
The TV spot shows a bored-looking and
barely-dressed Hilton pretending to act erotically
while pretending to wash an automobile. "We bet CKE
could pretend this lame-brained strategy helped
their sales," Kelly said on learning that the
company's same-store sales gained a meager 1.7
percent-prompting Prudential Equity Group to
downgrade CKE's stock, citing ongoing financial
problems.
"CKE executives claim they're thrilled with all
the free publicity the Hilton ad generated from
media-and from groups protesting it," Kelly said.
"But shareholders can't be thrilled with a
management team that stoops to cynical exploitation
of young women and men - and then doesn't even have
profitability to show for it."
Industry analyst Anton Brenner of Roth Capital
Partners told Advertising Age: "They might have
gotten a lot of attention, [but] it's hard
to squint and see how it has impacted your actual
sales performance."
Kelly observed, "Proof that this despicable
marketing campaign flopped is great news for
responsible parents. We'd all be far better off if
fathers like CKE President-CEO Andrew Puzder would
consider their own children before embarking on
campaigns like this one."
Dads and Daughters regularly challenges
corporate and marketing executives to "put your
kid's face in the picture" of how they market and
advertise. "The concept is stupefying simple,"
Kelly said. "If you wouldn't want your own daughter
prancing before a national TV audience in
pseudo-sexualized poses-and wouldn't want your son
to believe that women's cleavage is more important
than their brains, hearts, and talents-then don't
subject other people's children to that message.
It's so basic that even the burger brains at CKE
can understand."
Dads and Daughters is the national nonprofit
that provides men with tools to be better fathers
and advocates for our daughters. Learn more from
Joe Kelly, E-Mail
or 218.341.4511 or www.dadsanddaughters.org.
Source:
From our
Friends at Dads
& Daughters
Our recommendation to that
part of the Carl's Jr. audience that likes this
commercial, spare us and go buy her video. - Gordon
Clay
Send you comments
to:
Carl's Jr - Western
US
William P. Foley,
II (Chm Bd), Robert W. Wisely (Exec. VP-Mktg),
Linda Larsen (Dir. Mktg)
Carl Karcher Enterprises, Inc
PO Box 4349
Anaheim, CA 92803-4349
Tel: 714.774.5796
Fax: 714.520.4477
Toll Free: 800.422.4141
www.ckr.com
Carl Karcher
Enterprises, Inc. Advertising Agency
Richard Zien (Acct
Exec)
Mendelsohn/Zien Advertising, Inc.
Westwood Gateway
11111 Santa Monica Blvd, 21st Floor
Los Angeles, CA 90025-3356
Tel: 310.444.1990
Fax: 310.444.9698
Carl's
Jr.
C. Thomas Thompson (Pres),
Bob Wisely (Exec VP-Mktg)
Carl's Jr.
PO Box 4349
Anaheim, CA 92803-4349
Tel: 714.774.5796
Fax: 714.5490.3695
Toll Free: 800.758.2275
www.carlsjr.com
Carl's Jr Advertising
Agency
Richard Zien (Acct.
Exec)
Mendelsohn/Zien Advertising, Inc.
Westwood Gateway
11111 Santa Monica Blvd, 21st Floor
Los Angeles, CA 90025-3356
Tel: 310.444.1990
Fax: 310.444.9698
Hardee's Food Systems,
Inc.
Andrew F. Puzder (Pres.
& CEO), Brad La=Haley (Evec VP-Mktg),
Jerry Lacy (Adv. Dir)
Hardee's Food Systems, Inc.
505 N Seventh St, Ste 2000
St. Louis, MO 63101
Tel: 3114.259.6200
Fax: 314.259.6208
www.hardees.com
Hardee's Advertising
Agency
Jordan Associates
3201 Quail Springs Pkwy, Ste 100
Okalhoma City, OK 73134-2611
Tel: 405.840.3201
Fax: 405.840.4149
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