Paris
Hilton

 

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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