Sexy is So 2007

Sex sells...or does it? Recently, Carl's Jr. has taken a different approach to their former advertising style which often featured scantily clad women munching suggestively on their mouthwatering burgers. The likes of Kim Kardashian West and Paris Hilton were seen ravenously feasting on the all-american treats which made little sense and barely made anyone other than hormone racing teens want to go to Carls Jr. Over time, Carl's Jr. had to have noticed they missed out on advertising to their most important audience, moms who stop to get fast food when rushing their kids to and from practice have zero interest in seeing a rich heiress in a bikini noshing on a hamburger.

The suggestive copy reads "She'll tell you size doesn't matter. She's lying", which leads me to question who this campaign was really intended to sell to? In recent years, the food trends that made waves were less suited towards selling sex, and instead, focused on the actual product. Audiences are more interested in where their food comes from and the quality of what they're putting in their bodies.



After documentaries such as Supersize Me and Food Inc. blasted the lid off the fast food industry, it called Americans to action to be more responsible about their food choices. Fast food chains took a dramatic hit as former consumers have increased demand for healthier, eco friendly options. While many have taken this in stride, it leaves a multi million dollar industry wondering how they can bring back all that lost revenue. The answer has been mostly simple, people are always going to eat fast food, whether its due to connivence or economic reasons, but they still are plagued with a plethora of options. For companies like Carl's Jr., they've moved towards the classic public relations principle of "tell the truth", with straightforward, simple campaigns that focus on the product.