Fast food chain Burger King has received backlash from users on social media after a campaign celebrating the lifting of the Saudi women driving ban revealed a controversial name change, ‘WhoppHER’, which users have pointed out is similar to the informal verb ‘whop’, which means to ‘hit hard’.
The campaign sees the brand play on the name of its Whopper sandwich, which it is offering for free to every female driver passing by its drive-thrus in the kingdom until July 24, a month following the lifting of the ban.
The temporary rename ‘WhoppHER’ is emphasised on the sandwich logo with the tagline ‘Celebrating Our Driving Women’ in English and Arabic.
The idea reportedly originated from the chain’s agency in Germany, Grabarz and Partners.
One Twitter user said the WhoppHER hashtag ‘is not giving the [message] Burger King would like…”
Power to the women of Saudi Arabia who are making history by getting behind the wheel for the first time. What a time to be alive! #whoppHER pic.twitter.com/saxq1yCRSW— Burger King ZA (@BurgerKingZA) June 29, 2018
Another user commented, “#whoppHer, as in beat her up?” Others said they ‘refuse’ to #whoppHer and predicted the campaign is a “sexual assault claim waiting to happen.”
Less than two weeks ago, Burger King was forced to apologise for a controversial ad offering free lifetime supply of Whopper sandwiches and $47,000 to Russian women impregnated by World Cup soccer players. The ad has since been removed.
Burger King has been contacted for comment.For all the latest business news from the UAE and Gulf countries, follow us on Twitter and Linkedin, like us on Facebook and subscribe to our YouTube page, which is updated daily.
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