Why Carl's Jr had to finally stop airing offensive ads

Andrew Puzder, CEO of Carl's Jr. once said if his ads weren’t offensive, he was doing something wrong.

I think it’s safe to say he was definitely doing something right.

I’m not sure if anyone else remembers the era where you couldn’t watch TV without being bombarded by a half-naked chick suggestively eating a cheeseburger.

Ten-year-old me remembers. She didn’t see the issue, mind you.

28-year-old me can acknowledge the problematic nature of such ads.

However, brands like Burger King and Carl’s Jr. practically built their entire marketing strategy on them.

Who could forget Paris Hilton washing a car in a bikini eating a burger bigger than her head? Or the ‘three-way burger’ ad which, yes, is exactly what it sounds like.

What about the Burger King 'Super Seven Incher' campaign, which made jaws drop (and not in a good way) with the tagline: 'It’ll blow your mind away.'

These ads were anything but subtle. But that was the point.

They weren’t selling burgers. They were selling a fantasy, and not just to anyone, to 'hungry young men.'

But like, that can’t actually work, can it?

Well, as Puzder put it, 'What you look at is, you look at sales. And, our sales go up.'

The idea behind these ads wasn’t born out of the fast-food industry—it came from a broader cultural moment where sex appeal was the marketing go-to for everything.

Think Abercrombie & Fitch catalogues, Victoria’s Secret’s bombshell aesthetic, and beer ads featuring women in bikinis on beaches.

Basically, it was the time to be alive if you were a 17-year-old boy.

Burger brands jumped on this train because it was attention-grabbing, outrageous, and, frankly, a little shocking for an industry as mundane as fast food.

And apparently, this strategy has mass appeal (when it comes to men, anyway).

'It really reaches a broad demographic,' Puzder said. 'My son's now 17, but when he was 13, he didn't want to eat at 'the king' or 'the clown,' he wanted to eat where his brother ate, so he wanted to be a young hungry guy. I'm 64, I want to be a young hungry guy. Some young ladies in your age group like to date young hungry guys.'

Simple logic, right?

But here’s the million-dollar question: Did it work?

Or was it just emblematic of an era where shock value was the ultimate marketing hack?

I mean, the ads did grab attention—but not necessarily the right kind. Sure, they created buzz, but it’s unclear whether that buzz translated into loyal customers.

Ultimately, the incredibly unsubtle sex appeal Puzder used to drive home the brand's identity serve as a calculated way to force customers and non-customers alike to remember Carl's Jr.

Even if you don’t like them, you’re sure as hell not going to forget what these brands stand for: boobs and burgers.

But the sales data told a murkier story.

For example, after the Paris Hilton ad, Carl’s Jr. did see a spike in brand awareness. But sales plateaued shortly after. Similarly, Burger King’s 'edgy' campaigns didn’t stop their sales from lagging behind McDonald’s and Wendy’s.

The issue? These campaigns alienated huge swaths of the population:

• Women felt objectified by the blatant sexism.

• Families were uncomfortable with ads they couldn’t explain to their kids.

• Health-conscious consumers saw the campaigns as tone-deaf and indulgent.

The backlash grew louder as cultural tides began to shift, marking the beginning of the end for sexy burgers.

Fast-forward to today, and the landscape is unrecognisable.

So, what changed?

• Cultural sensitivity: The #MeToo movement and increased awareness around gender representation forced brands to rethink their messaging.

• Diverse audiences: Marketers realised they couldn’t afford to alienate anyone—not women, not families, and not socially conscious Gen Z consumers.

• Social media scrutiny: Platforms like Twitter and TikTok have no patience for tone-deaf campaigns. A single misstep can spark a PR nightmare.

• Health and sustainability trends: Consumers now value transparency and ethics over shock value. Brands like Chipotle, Shake Shack, and Sweetgreen rewrote the rules by focusing on quality and authenticity.

Case in point: Carl’s Jr. pivoted to campaigns celebrating fresh ingredients. And Burger King made headlines with its 'Moldy Whopper' ad, which showcased the decay process to promote preservative-free food.

No bikinis necessary.

The death of the sexy burger ad speaks volumes about how culture and marketing intersect.

Today’s consumers demand advertising that reflects their values—gender inclusivity, authenticity, and respect. The male-centric lens that dominated the 2000s feels laughably outdated in a world where women and younger generations drive purchasing decisions.

Not all of us are overexcited prepubescent boys. Consumers now crave ads that real, witty, and relatable. The era of unattainable sex appeal has been replaced by the appeal of being human.

The era of sexy burger ads feels like a distant fever dream.

Today’s fast-food brands are redefining what it means to stand out. Now, they're leaning into authenticity, creativity, and cultural relevance.

And honestly? We’re better off for it. Because when it comes to burgers, we don’t need fantasy—we just need fries on the side.

-Sophie, Writer