Burger King introduced
the Proud Whopper, a burger wrapped with the colors of the rainbow.
People flocked Burger King to find out what was so different about this Whopper. But when they opened the wrapper, they found the same Whopper they’ve always loved. The message on the wrapper explained everything: “we are all the same inside”.
A film about the launch helped make our rainbow colored wrapper a true icon, spreading our core message throughout social media and mass media publications. In the end, the Proud Whopper became more than a hamburger, it became a proclamation of equality.
Results after just one week:
+7 Million views
+1.1 Billion impressions
+$21 Million in earned media