Burger King's flame-broiled perfume


In the ultimate example of an advertising campaign that's ripe for the internet, Burger King Holdings (NYSE: BKC) started selling Flame, a $3.99 perfume for men that smells like -- wait for it -- a flame-broiled hamburger. And an informal Boston Herald survey reveals that the scent of a burger appeals to some people.

Burger King, which sells Flame through Rickey's, a New York City retailer, and at firemeetsdesire.com, bills Flame as "a new men's body spray: the scent of seduction with a hint of flame-broiled meat." Unbelievably, some who have sniffed this concoction find it appealing.


Here are two favorable quotes from the Herald:

  • Alyse Hawco, 14, said, "It smells like cinnamon. I'd buy it for my brother."
  • Salami Caushi, 55, said, "It's very nice," and after spraying Flame on his wrist and then taking a long sniff, he remarked, "Yes, nice."

Not everyone agreed. Tony Rama, who was sitting near Caushi, strongly disagreed. "It's much too heavy." But a group of 20 year old men turned up their noses at the perfume -- until after their female companion said she liked it. Jaime, one of the young men, said "Yeah, I'd think about it. Do you think it'll make girls swarm?"

Do you think Flame is worth the price of a Whopper Value Meal? Will you buy it this holiday season? Have you tried it? What do you think?

If you like the idea of burger-scented perfume, you'll probably enjoy Dane Cook's famous Burger King routine:

Peter Cohan is president of Peter S. Cohan & Associates. He also teaches management at Babson College and edits The Cohan Letter. He has no financial interest in Burger King securities.

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