Hardee’s, just like it’s sister chain Carl’s Jr, is known around the world for it’s raunchy and sexual advertisements. Well, it’s also known for it’s burgers and milkshakes. But can a brand like Hardee’s maintain it’s brand identity in Pakistan where such blatant sexual references are taboo? Well, Hardee’s recently launched a new marketing campaign for their Angus Thickburgers and it looks like they have their answer.
There were many people who weren’t happy with Hardee’s for their cultural insensitivity.
https://twitter.com/fzaklm/status/623166676155019264
'Ammi #Hardees chalein?'
'Okay.'*reaches restaurant entrance*
*sees the new innuendo filled ads*
*gets a chapair*— Zain Ul Abedin (@zain_qasmani) July 20, 2015
Dual meaning ads by #Hardees pic.twitter.com/OhNmr68PBH
— Farooq Tahir (@TahirF_Says) July 20, 2015
Hardee's marketing campaign is verging on creepy. #Islamabad pic.twitter.com/zyH6MfGXX2
— Faran Rafi (@faranrafi) July 16, 2015
I am #boycotting #Hardees. Yes I am a prude. This is plain #vulgar, extremely #disappointing. What an utter #shame! pic.twitter.com/EoYVRd0B9r
— Samarah Omar (@samarah_mufti) July 20, 2015
But then, there were also some people who were entertained rather than outraged.
https//twitter.com/fawwaxs/status/622832302817677316
https://twitter.com/farrukhshaikh/status/622634479576678400
#TGIF #funny #Pakistan lol #hardees @Hardees pic.twitter.com/ncVM6ke8A8
— Sheraz Malik (@Shahkaal) July 18, 2015
Kardashian's buns 😂 #hardees #wtf pic.twitter.com/SK5E2bibpa
— Ali Khan (@Alikhann00) July 17, 2015
And after Ramadan…..shaitan was released. Well played #Hardees 👏 pic.twitter.com/d5ay5MdPZU
— بلال (@BiillaallM) July 17, 2015
Its okay!
I mean who wouldn't want to touch some fresh buns like that.
I would! #Hardees pic.twitter.com/Y4IjezPldj— Umer (@umerulaziz) July 17, 2015
Fresh buns across #Pakistan! #hardees #progressive #EidMubarak pic.twitter.com/iRZT9BQHpy
— Sheharyar Khan شھریار خان (@khansheharyar) July 17, 2015
OMG, what a bum. Oopps BUN…. #Hardees pic.twitter.com/zSg8oUhf19
— Fahim Farooq (@fahim_parekh) July 17, 2015
Regardless of the mixed responses, Hardee’s has succeeded in making a viral campaign. Now there’s a bigger question you have to ask: will you boycott the Hardee’s or appreciate the (vulgar) marketing for its effectiveness? Let us know what you think.
