For over 50 years, the crown has been Burger King's main icon. A symbol that everyone is treated like a king in its restaurants. But it always had a problem: it didn’t fit afro hair.

And data from the Brazilian Institute of Geography and Statistics show that 54% of the Brazilian population is black.

So the brand had a meaningful challenge to address: how could every Brazilian feel like royalty at Burger King?

The objective was to help people reconnect with the brand in a meaningful way and to create a strong symbol of pride and diversity that would make everyone feel welcome at BK.

For the first time ever, Burger King launched a new version of its classic crown, designed to fit Brazil’s most amazing afro hairstyles. The shape of the new crown was inspired by an iconic Afro hair adornment: the Afro comb.

People across the nation reacted positively and immediately: "Now I can wear a BK crown.", "I loved it. Every time the crown keeps falling out of my hair",

"Finally a crown that fits in my afro hair."

The launch impacted Burger King's sales. In the first month, more than 100,000 crowns were distributed. This also positively affected the brand's reputation, with 500 million impacts.

The new crown is now available free of charge in BK restaurants all over the country.

More than half of Burger King's target in Brazil is black. It's an audience that is - unfortunately - still underserved when it comes to social rights, racial equality, and occupying spaces of power in society.

Burger King wanted to strengthen ties with this community and help make them feel seen and represented with a proper crown that would fit their hair.

The approach was showing the main fitting issue of our classic crown, inviting people to discover the new Burger King crown. A crown created to praise and celebrate the most amazing Afro hairs in Brazil.

The comb crown was launched during Boogie Week, a Brazilian event that celebrates black culture in all of its forms. And is now available in all Burger Kings in Brazil

In partnership with Boogie Week, Burger King developed the new crown model. After that, the brand created other prototypes to gather consumer insights.

Then, a photo shoot with black personalities wearing the comb crown was produced. They also shared their testimonials about the project. All this material became the campaign’s promotional video. And the photos were turned into posters, each one representing a different hair type. Both the typography and the photographs were 100% created by black artists.

After the launch, the claiming of the crowns began. In less than a month, more than 100,000 units were distributed. Also, the design of the project is available in open source and can be printed on a 3D printer anywhere on the planet.

• +100,000 crowns were distributed in the first month.

• +500 million impacts.

• 5 million earned media

• +8% lift in sales in first two weeks

• It's now a standard Burger King crown in Brazil.