After an eight-year hiatus from their previous advertising strategy, fast-food chain Carl’s Jr. is resurrecting one of its most iconic marketing tactics for this year’s Super Bowl. The brand, known for its controversial bikini-clad model advertisements, is returning to this familiar style with a modern twist, featuring TikTok influencer Alix Earle in the lead role.
This marks a notable shift from Carl’s Jr.’s previous direction, which had moved away from such advertisements in favor of a more wholesome, all-American image. But now, with the launch of the “Hangover Burger,” the brand has decided to tap into its bold and provocative past once again.
Alix Earle Takes the Spotlight
The advertisement features Alix Earle, a 24-year-old social media influencer with a significant following on TikTok. Earle, who is currently in a relationship with Miami Dolphins player Braxton Berrios, brings a fresh, youthful energy to the campaign.
Earle herself spoke to Fox News Digital about the experience, describing the commercial shoot as “a lot of fun” and reflecting on her time on set in Hollywood. She compared the set to the iconic Wisteria Lane from the television show Desperate Housewives, expressing how surreal it was to be on location.
Earle, who has made a name for herself by sharing the highs and lows of her life, explained that she sees her role in this commercial as a modern adaptation of Carl’s Jr.’s past advertisements, which featured big names like Paris Hilton, Kim Kardashian, Kate Upton, and Heidi Klum. According to Earle, Carl’s Jr. has always been known for its bold and fun campaigns, and she believes her involvement is in keeping with that tradition, while giving it a fresh, new spin.
The Concept of the Advertisement
In the new advertisement, Earle is seen walking through a neighborhood scattered with the remnants of a wild party, donning a bikini top. She delivers a lighthearted and relatable monologue about the aftermath of a big night out. “Let’s be real. Everyone’s going to be a hot mess after the big game,” she quips, referencing the Super Bowl celebrations. Earle continues, humorously admitting that she’s “been there” and offering a solution to the inevitable post-party recovery: the Carl’s Jr. Hangover Burger.
The burger, which is the star of the campaign, contains a mouth-watering combination of ingredients meant to cure the “post-party bug.” As Earle explains, the burger is packed with a fried egg, double bacon, charbroiled beef, hash browns, cheese, and sauce—everything one might need to satisfy hunger after a late-night celebration. Earle adds that it’s “just the way I like it,” emphasizing the burger’s indulgence.
A Return to Carl’s Jr.’s Bold Marketing Approach
This shift back to using scantily clad models in advertising is a clear callback to Carl’s Jr.’s past marketing campaigns, which often featured women in bikinis eating burgers in a suggestive manner. Although this advertising style was incredibly popular in the early 2000s, it drew some controversy over its objectification of women.
In 2017, the brand made a significant change by announcing that it would no longer feature scantily clad models in its ads. Instead, it began focusing on highlighting the quality of its food and creating an all-American image that positioned the company as family-friendly.
However, with the debut of the Hangover Burger and the collaboration with Alix Earle, Carl’s Jr. is clearly returning to its roots. Executives from the brand have praised Earle as a perfect fit for the campaign, highlighting her “unapologetic, bold style,” which they believe aligns perfectly with Carl’s Jr.’s brand ethos.
Kara Gasbarro, vice president of creative at CKE Restaurants, remarked that Earle’s fans and followers already associate her with late-night burger runs and the aftermath of fun nights out, making her an ideal spokesperson for the campaign.
Reaction to the Ad
Initial reactions to the advertisement have been largely positive, especially on platforms like YouTube, where many users praised the nostalgic feel of the commercial. One user wrote, “We’re soooo back! God bless you, Carl!” Another commented, “A commercial with a hot girl talking about hangovers and burgers! It feels like the 90s again!
The world is healing!!!” Many others expressed their enjoyment of Carl’s Jr.’s return to its old advertising style, with several fans commenting that it reminded them of the brand’s earlier, more provocative campaigns.
The ad seems to have struck a chord with people who enjoyed the brand’s previous, attention-grabbing marketing. Some commenters even expressed a desire for more commercials like the one featuring Earle, seeing it as a throwback to a simpler time.
Free Hangover Burgers for Super Bowl Fans
To further build excitement around the Hangover Burger and the Super Bowl, Carl’s Jr. is offering a special promotion. On the day after the Super Bowl, users of Carl’s Jr.’s app who are enrolled in the chain’s rewards program will receive a free Hangover Burger. This move is likely aimed at encouraging people to engage with the brand’s app and rewards system while also capitalizing on the Super Bowl’s widespread popularity.
Conclusion
Carl’s Jr.’s return to bikini model advertisements with Alix Earle marks a major shift in its marketing strategy. After years of focusing on a more family-friendly image, the fast-food chain is embracing its roots with a modern spin for the Super Bowl. By featuring Earle in a playful, fun, and relatable ad, Carl’s Jr. is tapping into the cultural zeitgeist, appealing to fans of its classic style while introducing the brand to a new generation of consumers. Whether or not this strategy will be a lasting one remains to be seen, but for now, Carl’s Jr. is clearly making waves with its bold return to provocative advertising.
