Fast-service burger joint Carl’s Jr. will no longer use scantily clad women to help sell its wares.
The company famously linked up with the likes of Paris Hilton, Charlotte McKinney and Kate Upton for commercials in which they scarfed the chain’s sandwiches while striking sexually suggestive poses.
Though some might hope that a crisis of conscience led the company’s marketers to make the change and move away from objectification-as-marketing, but why does any organization change a once-successful market strategy? Flagging sales.
The company teamed up with the agency 72andSunny for a more grownup campaign.
“They’ve never really gotten credit for their quality, and we want that message to land with consumers,” Jason Norcross, executive creative director and partner at 72andSunny, told Adweek. “We want to reclaim their bona fides. It was time to evolve.”