Carl’s Jr. Bets Big on Sex Appeal and Free Burgers for Super Bowl LIX

A Risky Strategy to Stand Out in the Super Bowl Ad Race

Super Bowl Sunday is not just about football—it’s a prime time for brands to showcase their creativity and capture the attention of millions of viewers. This year, Carl’s Jr. is doubling down on a strategy that blends nostalgia with modern influencer culture. The fast-food chain has enlisted the help of TikTok and Instagram sensation Alix Earle to star in its Super Bowl LIX commercial, a move that is as bold as it is calculated. The ad features Earle in a revealing outfit, promoting the chain’s Hangover Burger, and offering viewers a free post-game burger via their app. But will this risky combination of sex appeal and a digital incentive pay off for Carl’s Jr.?

Alix Earle: The Influencer Taking Center Stage

Alix Earle, a social media influencer who has risen to fame through her "Get Ready with Me" videos, is the face of Carl’s Jr.’s Super Bowl campaign. These videos, where Earle shares her makeup and beauty routines, have resonated with millions of young viewers, turning her into a household name. Her relatability and charm have made her a formidable influencer, capable of driving sales and trending conversations. In the Carl’s Jr. ad, Earle leans into her confident and charismatic persona, walking through a post-party scene in cowboy boots, a tiny denim skirt, and a bikini-style top. Her opening line, "Let’s be real. Everyone’s going to be a hot mess after the game," sets the tone for a lighthearted and indulgent message.

The Ad: A Mix of Nostalgia and Modern Marketing

The commercial is unapologetically retro, nodding to Carl’s Jr.’s history of using bikini-clad models in its ads. Earle’s sultry delivery and the slow-motion close-up of her taking a bite of the Hangover Burger are meant to evoke the same kind of attention-grabbing imagery that the brand has used in the past. At the same time, the ad is firmly rooted in the present, as it encourages viewers to download the Carl’s Jr. app to claim their free burger. This dual approach—combining nostalgia with modern technology—is a clever way to appeal to both older audiences who remember the brand’s iconic ads and younger viewers who are tech-savvy and influenced by social media.

Sex Sells, But Will It Drive Sales?

The question on everyone’s mind is whether this strategy will translate into actual sales. The ad’s reliance on sex appeal is undeniable, but it’s also a strategic choice. Studies have shown that ads with attractive models or suggestive imagery can capture viewers’ attention in a crowded advertising landscape. However, the real test will be whether the ad’s message resonates enough to drive downloads of the Carl’s Jr. app and, ultimately, sales. The free burger offer is a smart incentive, as it creates a sense of urgency and encourages viewers to engage with the brand beyond just watching the ad.

The Future of Fast Food Marketing in the Digital Age

Carl’s Jr.’s Super Bowl ad is more than just a bold creative choice—it’s a reflection of the broader trends in fast food marketing. Brands are increasingly turning to social media influencers to connect with younger audiences, and the use of app-based promotions is becoming a standard practice. By combining these two elements, Carl’s Jr. is attempting to position itself as a brand that understands both the power of nostalgia and the importance of digital engagement. Whether this strategy will work remains to be seen, but it’s clear that the brand is willing to take risks to stand out in a competitive industry.

Conclusion: A High-Stakes Bet on Familiar and Fresh

Carl’s Jr.’s Super Bowl LIX ad is a high-stakes bet that combines the familiarity of its bikini-clad model era with the modern influence of social media and app-based marketing. By enlisting Alix Earle, a influencer with a massive following, the brand is hoping to appeal to a new generation of customers while also leveraging the nostalgia of its past campaigns. The ad’s reliance on sex appeal and a free burger offer is a bold move, but it’s one that could pay off if it successfully drives downloads and sales. As the fast food industry continues to evolve, Carl’s Jr.’s Super Bowl ad serves as a reminder that sometimes, taking risks is necessary to stay relevant.