Burger King was ready to move on from its jingle era. But the real shift wasn’t sonic—it was cultural. While every other QSR was busy partnering with celebrities, we realized something: Burger King never needed them. Because at BK, the real royalty has always been the people who walk through our doors.

So instead of chasing fame, we doubled down on You Rule. We handed control of our most iconic asset—The Whopper—over to real people. Let them dictate what belonged on the menu. And we treated them like the stars.

To mark the reset, we also introduced a bold new visual world —louder, brighter, and more people-first than ever. Because the crown doesn’t belong to celebrities. It belongs to you.