News

Burger King changes its slogan for first time in 40 years

May 20, 2014

Burger King has unveiled a new tagline, "Be Your Way." The company is calling the "new brand outlook" a spin on its 40-year-old "Have It Your Way" messaging. 

Be Your Way is aimed at reminding people that they can order how they want at Burger King and "they should live how they want anytime," a news release said. 

"It’s ok to not be perfect. Self-expression is most important and it’s our differences that make us individuals instead of robots," the release said. Burger King is encouraging guests to step outside of standardization. 

“Be Your Way is a better reflection of who we are and how we want to interact with our guests.” Global CMO Axel Schwan said in the release. “And, the executions under Be Your Way will showcase our guests being their own way in whatever iteration that may be.”

With the new tagline, the company is also emphasizing its signature Whopper and how it can be made to order 221,184 different ways. Burger King said it hopes the new campaign drives stronger, more meaningful and more consistent connections with its consumers. 

Be Your Way will be integrated into all national and regional advertising, including digital and in-store, beginning this month.