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Carl's Jr., Hardee's to Ditch 'Bikini Girl' Ads

Carl's Jr., Hardee's to Ditch 'Bikini Girl' Ads

Carl's Jr. made a name for itself with attention-grabbing marketing, including model Charlotte McKinney in a Super Bowl ad walking through a market in a bikini, Paris Hilton washing a vehicle while eating a burger, and Emily Ratajkowski fighting with Sara Underwood over space on a barbecue. Both Carl's Jr. and Hardee's will offer the all-natural, charbroiled chicken fillet with no antibiotics ever on the Charbroiled Chicken Club Sandwich and the Charbroiled BBQ Chicken Sandwich, and Carl's Jr. will also offer its famous Charbroiled Santa Fe Chicken Sandwich topped with a sliced Anaheim chili.

But as Carl Hardee Sr. says in the video, the company "got a little distracted". "See why we're Pioneers of the Great American Burger", says the description of the company's ad on YouTube.

Paris Hilton, soaped up in a bikini, washing her Bentley while eating a Spicy BBQ Burger. After years of airing ads that featured almost nude models and other scantily clad women, the sibling fast-food joints have rolled out a massive rebrand campaign in hopes of convincing consumers that they care more about food than boobs.

"I like our ads", he told Entrepreneur magazine. Going forward, the yellow star will no longer have a happy face in the middle, and the red and white lettering will be replaced with black.

Carl's Jr. and Hardee's are ready to go back to food, not boobs.

More news: Strategy : Amazon is unleashing a new weapon in the grocery wars

However, it's not clear whether the company will change its ingredients or recipes. Restaurants will be remodeled into more upscale, contemporary spaces.

It looks like burger chains Carl's Jr. and Hardee's have finally grown up. "It was time to evolve", executive creative director Jason Norcross explained.

For over a decade, the two-for-the-price-of-one burger chains Carl's Jr and Hardee's have been putting flesh ahead of meat in their television advertisements, focusing more attention on scantily clad women than the burgers they were chowing down on. We want to reclaim their bona fides.

"Some of the product attributes got lost because people were too busy ogling girls", he said.

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