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Burger King's Plan to Dethrone the Creepy King

Were you as disturbed at the look of Burger King's king as I was? The first commercial I saw with the new king was called "Wake up with the king". It showed the creepy character sitting on a guys bed watching him sleep - waiting to have him try the double croissan'wich while the annoucer speaks in a weird bedroom voice, eww.

Seems BK is coming to their senses as today they are announcing the ousting of the nasty king. In addition, in order to reinvent itself over the next year, they plan to refocus on a customer it had fogotton: Mom. In a new ad campaign set to air this weekend, Burger King will nationally roll out the California Whopper on Monday, made with guacamole. In a serious image twist, the entire commercial shows only the sights and sounds of the fresh ingredients being washed, sliced and diced. There are no words, just pulsating music.

"People want a reason to go back to Burger King," says Alex Macedo, senior marketing vice president. By spending the next year fixing the food, modernizing stores and updating its image, the No. 2 burger chain will convince folks it's time to return, he says. "There are no plans to bring the King back anytime soon," he adds.

The first ads tout the limited-time California Whopper with guacamole, Swiss cheese and bacon. I must admit my severe skepticism in this "freshness and wholesome approach". Tossing guacamole on a fat-laden burger with cheese and bacon does not healthy make.

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