Burger King Charged Women More For Chick(En) Fries

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Burger King organized a stunt to denounce the “pink tax” that causes many women’s products to cost more than their men’s counterpart.

Why should women pay more for the same product? Because of the “pink tax.” It’s not a real tax, but a shorthand for the fact that 42% of the time, the women’s version of a product costs more than the men’s, for no apparent reasons. This is serious business, as reported by the New York City Department of Consumer Affairs.

Burrger King has made a name for jumping on newsworthy headlines and help people understand what they really are about. A few months ago, they were the first brand to take on Net Neutrality. This time, they planned an in-store stunt that not only explained what the pink tax is, but also showed how ridicule it is to charge more for the same product, just because the client is a woman.

42% of the time, the women’s version of a product costs more than the men’s, for no apparent reasons.

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I mean, would you accept to pay more for Chichen Fries just because they come in a cute pink box? Probably not, right?

This clever social experiment is a perfect explainer of why we collectively need to support the pink tax repeal. Just because the package is pink, or the product’s version is designed for women, should never cause it to cost more than the men’s equivalent.

“Burger King restaurants welcome everyone, and we see pink tax as extremely unfair,” said Christopher Finazzo, president of Burger King North America, in a statement. “We created this experiment with fan-favorite Chicken Fries to demonstrate the effect of pink tax and how everyone should pay the same for the same products—whether it’s pink or not.”

CREDITS:

AGENCY: DAVID the Agency (Miami)
Spot: Chick Tax
Client: Burger King
Managing Director, COO: Paulo Fogaca
Executive Global Creative Director: Tony Kalathara
Group Creative Director: Danny Alvarez
Group Creative Director: Jason Wolske
Senior Art Director: Aaron Willard
Senior Copywriter: Jaime Villalva
Head of Global Production: Veronica Beach
Senior Producer: Carlos Torres
Producer: Nick Bourne
Producer: Kelly Allen
Associate Producer: Brenda Osorno
Director of Strategy: Jon Carlaw
Senior Planner: Matias Candia
Jr. Planner: Gabriel Roldan
Head of Account Management: Carmen Rodriguez