Capital Economy, Business and Finance
Eight years ago, the US burger chain Carl’s Jr turned away from its long-running advertising campaigns featuring scantily clad women and chauvinist male humour. In the 2010s, a more respectful brand image was worth much more.
But on Sunday during the Super Bowl, TikTok star Alix Earle will try to sell Carl’s Jr burgers to football fans in a star-shaped bikini and a red convertible.
The ad is not tongue-in-cheek and similar ads are slated to follow later this year.
As businesses scrap their diversity and inclusion policies, brands and marketing firms have noticed a change and are trying to ride the MAGA culture wave
Marketing consultant Tim Calkins tells the WSJ: “Clearly with the new administration… what is acceptable conduct is changing.”
It remains to be seen how many others will revert to lad-mag branding or if this is solely a US thing. Yorkie, anyone?
