Being bald in Brazil has its rewards. The Burger King hamburger chain delighted Brazilians who visited its restaurants with "The Bald Thru" type of baldness, giving away Whoppers. There are different types of baldness, such as "Magic 8 Bald" alopecia, which affects only the crown of the head.
Baldilocks alopecia, in which the victim chooses to grow their hair long at the back to compensate for the lack of hair follicles at the front, or Northern Hairsphere alopecia, in which the front of the head appears completely bald.
The hamburger chain focused on a very specific type of baldness, which has been dubbed "The Bald Thru" because the shape it takes on the heads of bald people is apparently very similar to their own drive-thrus (Autoking in Spain).
Those who suffer from this type of alopecia have two pronounced receding hairlines on both sides of the head, and their crown is also affected by hair loss.
And according to Burger King, its shape is identical to the route taken by customers at its drive-thrus, who must enter on the right, place their orders in the center (the crown area), and exit on the left.
Here is the video of the advertising campaign.
https://www.youtube.com/watch?v=6sa0MgwWHt8
Those who showed up sporting this type of baldness at any of the 200 establishments that took part in this unique promotion in Brazil were treated to a free Whopper. The campaign lasted five days, during which the hamburger chain handed out 500,000 free Whoppers.
Thanks to this campaign, it became known that Brazil is a country with millions of bald people, the number of which is clearly much higher than the number of Burger King restaurants with drive-thrus," explains Rogério Chaves, executive creative director at DAVID São Paulo.
We then realized that among the many types of alopecia, there is a very popular one that resembles our drive-thrus in some ways: with an entrance, a hallway leading to the back, and an exit. We put two and two together and created the perfect ambassador to ensure that our drive-thrus would always be remembered.
Now whenever anyone sees a bald person, they immediately think of Burger King and its drive-thru restaurants, he emphasizes.
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Bald Burger King
Brazilians belong to a group that is most likely to go bald.
This has been demonstrated by research carried out by Medihair through a ranking of the 47 countries with the most men suffering from alopecia. Baldness is quite common in this southern country. According to data from Medihair, the leading online platform for hair loss treatments, Brazil ranks 22nd out of 47 countries with the most bald men.
To achieve this result, the hair care platform has more than 100,000 monthly users. From this population, they surveyed 4,284 people from around the world to find out which countries have the most bald people.
The fast food chain has decided to focus on this great Brazilian truth to target an unusual audience. In addition to distributing Whoppers to people with Bald Thru, the campaign includes a commercial created by DAVID São Paulo, which shows that anyone with drive-thru baldness, natural or not, will be rewarded with a free Whopper.
The announcement covers all the details, including the concept of "The Bald Thru" and how to participate. The campaign also includes social media platforms such as META, X (Twitter), and TikTok.
The reward is available exclusively to those who place orders through the self-service service at participating stores.
