Burger King sells 100 nugget purses a day, and they vanish in seconds
Le Nugguette, a nugget-sized bag with a dipping sauce charm, sold out daily at $3.99 during New York Fashion Week.
Burger King ran a fashion week drop priced like a side order. From September 12 to 16 the chain released 100 micro-bags a day, each a nugget-sized purse with a dipping sauce charm, at $3.99, according to Event Marketer. They sold out within seconds.
Do the math. One hundred bags at $3.99 is $399 a day, which makes the product a rounding error and the reach the point. The name, Le Nugguette, does the work: one glance and the joke lands, with no explainer needed.
The mechanics are worth studying. A hard cap creates scarcity without a supply chain. A tiny price removes the excuse not to try. A daily release gives the stunt five separate chances to trend instead of one. Fashion brands spend fortunes engineering that pattern, and a fast-food chain reached it with a coin purse.
The risk for Burger King is that a joke this good sets the bar for the next one. Audiences will expect a sequel, and a sequel has to be funnier than a bag shaped like lunch.
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
