Burger King U.K. has aroused consumer suspicion with the launch of its Burger King Flame scent, with Britain's The Daily Mail and PRWeek questioning whether the campaign is a publicity stunt.
Piers Morgan, a judge on Britain's Got Talent, is the model for the product. In a pose mimicking that of the King in ads for the U.S. launch last Christmas season, Morgan, former
editor of British tabloids the News of the World and the Daily Mirror, is portrayed lying in front of a fire draped only by a corner of a velvet blanket.
The Sun reports that the image also will be part of a London billboard campaign.
Burger King U.K. has posted a video documenting the making of the ad on its Web site.
Flame is availabe for £4.99 or about $8.16 U.S. dollars on the site www.firemeetsdesire.com or at Red5 locations in Britain.
