LONDON Britain’s got exposed talent for Burger King.
Burger King introduced on Monday its Flame beef-scented cologne in Britain with an advertising campaign starring a lightly draped Piers Morgan, a judge on the “Britain’s Got Talent” television show. He achieved worldwide exposure -- of a different sort -- last month when the show and standout contestant Susan Boyle were featured in YouTube videos.
Morgan, the former editor of the Daily Mirror and News of the World, will be appearing in an outdoor billboard campaign for Flame, which was debuted last December in the United States. The billboards feature a King pose and the line: “The scent of seduction, with a hint of flame-grilled meat.”
The spray cologne is selling in select London stores for 4.99 British pounds, or $8.12.
Sarah Power, Burger King's marketing director for the United Kingdom and Ireland, said in a statement Monday: "Customers love the taste of our world-famous flame-grilled beef, so we've bottled a hint of it to help people enjoy its unique power as a scent of seduction. In the current doom and gloom, Flame is the perfect gift for another or yourself to make you feel totally irresistible, bringing back a bit of 'feel-good factor' again."
The website for Burger King in the United Kingdom features a video that gives a behind-the-scenes look at the creation of the ad campaign.
Contact Ron Ruggless at [email protected].