"For years, Carl’s Jr./Hardee’s creative strategy has included incorporating sex appeal into a number of their ad campaigns. While their sexual advertising, presumably targeting male audiences, catches viewers’ attention in high-profile events such as the Super Bowl, analysis via TV Brand Effect identified the polarizing effects that these ads have on women that could impact the brand’s overall equity in the long run."
Carl’s Jr. ads featuring sex appeal creative are no more memorable than their ads without sex appeal for both men and women.
Both men and women were more likely to connect the sexual ads to the Carl’s Jr. brand than their non-sexual ads.
Download the full report here: Nielsen Case Study - Using Sex to Sell
Watch Carl's Jr. | Tex Mex Bacon Thickburger commercial here: Tex meets Mex - Borderball
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