All over the world, nothing is more famous at Burger King than the WHOPPER, its mythical and first burger ever created in 1954. An icon for some people who could do (almost) anything for it.

But there is a problem with this burger. You can't keep its delicious taste in mouth forever. Well, excepted if you stop brushing your teeth.

To avoid our (partners) fans support this situation, we had an idea. Create the first toothpaste that tastes the WHOPPER : WHOPPER TOOTHPASTE. A revolutionary innovation that will keep your breath ""WHOPPER fresh"" longer than ever.

To reach and amuse the largest audience possible, we've chosen to mock a very common and famous advertising cliché: a toothpaste commercial.

Like every toothpaste commercial, we recruited an handsome blond actor (this perfect guy who doesn't look at anyone else you may know in this world) who had to take a radical decision: stop brushing its teeth to keep longer the taste of the WHOPPER in its mouth. This radical decision may be efficient and could also be difficult to live for your close ones. But hopefully, like every toothpaste commercial, there is a miracle solution presented and sold by a very serious scientist and a 3D product demonstration: a WHOPPER TOOTHPASTE.

As all these clichés are well known everywhere (we all see these commercial on TV for years), people and medias over the world have been amused and relayed this (ridiculous) video.

The results of our 1st avril (well 29th march) were impressive.

12 countries (France, US, Brazil, Italy, Swiss, Austria, Sweden, Norway, Koweit, Portugal, Russia and Germany) run the campaign,

WHOPPER TOOTHPASTE reached over 1.7B contacts over the world.

People really enjoyed our prank (more than 190K positive interactions on our publications) and massively shared the video (over 800 000 shares on Social Media) as did the medias (about 600 medias releases in about 40 different countries).

With no media investment, this huge reached has generated more than 8.5 million euros of earned media.

By building a strategy with no media investment, we definitely bet on 2 things: the PR potential of this prank and its international impacts.

Indeed, even if the campaign has initially been though for France, we knew that the worldwide awareness of this event and of the Whopper will help this idea go over our borders.

And we did right as 11 other BURGER KING over the world (US, Brazil, Italy, Swiss, Austria, Sweden, Norway, Koweit, Portugal, Russia and Germany) have finally released the campaign as their own one making this innovation even more reliable and the PR impacts around the campaign massive as a lot of local contacts could have been reached in the countries we've activated.

Maybe our decision to release this campaign the 29/03 on all these countries, 3 days before the 01/04 when most of the brands communicated, also helped our prank to be that successfull.

April 1st. This holly playground time on each brand calendar. This period of the year where people can see thousands of (fake) ads, announcements and jokes, more or less well executed, more or less believable and more or less gratuitous / linked with the advertiser.

This year with Burger King France, our goals were then to find a way to emerge from this crowd without any media investment but also to give our action a true meaning, relevant and useful for the brand and if possible, get some people trapped by our prank :)