June 29, 2005"You can't buy this kind of publicity"
Filed Under: From the "I told you so" files
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Yeah that's what OJ and MJ both said!
So as it transpires (surprise, surprise), meshing hot chicken burgers and "that's hot" won't win any Effies or Grand Prix's any time soon.
As reported in Ad Age, the Paris Hilton - Carls Jr tie-in boosted the equity of only one brand: Paris Hilton. Same store sales for the 4-weeks ending 6/20 were up a "poultry" 1.7% (0.7% for Hardee's)
After a conference call with analysts, here's the real ROI "takeaway":
At least one analyst has downgraded CKE shares after the company reported lower-than-expected earnings yesterday despite higher sales.
Sidebar: this wonderful thread has produced one thing - a new Jaffe Juice category, "from the I told you so files":
Here: Do teenage boys think Paris Hilton works at a Carls Jr?
Here: ABC World News This Morning
Here: Paris in 1984 (not quite Moulin Rouge, but close)
And Here: Sex me up one of those chicken burgers
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Comments
J - Celebrity endorsements are often more about the celebrity aren't they? My take is that Carl’s Jr. had an opportunity but failed to capitalize on it. Once you gain all that activity on your website what do you do with it? Perhaps give away a burger for an email address to begin a relationship? SOMETHING! DO SOMETHING! A burger brand awareness campaign that does little to boost sales isn’t anything new. What were the results of Taco Bell’s Chihuahua dog campaign? If I remember correctly it was about the same as the Paris Hilton ad.
Posted by: Bruce DeBoer
