Design: Burger King Packaging Takes Time To Talk

Burger King will add another dimension to its tongue-in-cheek "Have it your way" campaign by beefing up everything from cup carriers to fry cartons with an array of irreverent packaging that will settle into stores nationwide Sept. 1.

A medium cup, for example, will read: "Maybe you want a lot of ice. Maybe you want no ice. Maybe you want your top securely fastened, or maybe you want to go topless. Hmmm? Maybe you want to mix Coke and Sprite. Maybe you want to let your cup runneth over (we wish you wouldn't.) Whatever you do, make sure to have things your way."

Other marketers have had success with similar offbeat packaging copy (Heinz, Snapple), but this is unique for the category. The No. 2 burger chain decided "to create a dialogue with the consumer" using the immense amount of white space available on its current packaging, said Alex Bogusky, partner and executive creative director at Crispin Porter + Bo-gusky, Miami, Burger King's lead agency. The packaging is an extension of the "voice of the brand," he said. "A medium-sized cup, in impressions, represents about two Super Bowl spots a month for Burger King."

Eight sandwich wrappers, chicken tender cartons, tray liners, bags, breakfast platters, chili cups, jellies, sauces, and even its taco bags (available regionally) will carry quirky copy targeting the 18-34 year-old male who dominates the heavy fastfeeder segment.

Greg Brenneman, who joined the company as CEO this month, singled out in a statement Burger King's "breakthrough advertising" as an integral part of the chain's recent resurgence. The chain spent $270 million on media last year, per TNS/CMR.