Burger King's chief marketing officer finds that edgy pays

03/2/2009 | Advertising Age (tiered subscription model)

Russ Klein, chief marketer for Burger King, has ignited controversy with his "Whopper Virgins" and "Whopper Sacrifice" campaigns. "We very decidedly went this route of leaning provocative, being on the edge, because we felt the brand had become too predictable, too staid," he said.

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