Marketing

Burger King and the poop emoji: Say what?

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March 25, 2022

Has Burger King lost its mind? Yes, that's the poop emoji on Burger King Brazil's latest advertising campaign for its ice cream face and all, which was designed by creative firm David São Paolo. But it's there for good reason. The company is touting its preservative-free dessert options, according to an AdWeek report.

The idea behind the campaign? To emphasize the bad stuff you won't find in Burger King Brazil's latest ice cream and desserts.

"It's better to look like a poop on the outside than to be stuffed with lots of bad ingredients on the inside," Rogério Chaves, creative director at David São Paulo, said in a statement to AdWeek. "This was the rationale behind the development of this cone."

To introduce the emoji and its subsequent dessert products, the brand launched Burger King ice cream trucks around Sao Paolo to get Brazilians to try them.

"Our goal was to show in a funny way that our product — no matter how it looks — is the cleanest of all," Juliana Cury, marketing director at Burger King Brazil, said in a statement to AdWeek. "The important thing is what's inside: a tasty ice cream without artificial ingredients of any kind."