Burger King has opted for a new slogan, replacing its "Have It Your Way" tag after four decades.
The new battle cry is "Be Your Way," an inspirational bullet aimed right at a younger demographic.
Be your way. #FreshmanAdvice— Burger King (@BurgerKing) May 20, 2014
The Associated Press explains this shift towards individuality:
The chain says the new tag line will roll out across its marketing in the U.S., including in a TV ad that will begin airing Monday night. The line made its first appearance in an online video last month.
Burger King says in a statement that the new motto is intended to remind people that "they can and should live how they want anytime. It's ok to not be perfect ... Self-expression is most important and it's our differences that make us individuals instead of robots."
According to recently-hired Senior Vice President Fernando Machado, the new motto seeks to connect with customers on a deeper level. "We want to evolve from just being the functional side of things to having a much stronger emotional appeal," Machado explained.
[via Associated Press]
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