Burger King Flame Hamburger Body Spray

Meat the Newest Body Spray


Don't know about you, but when I think about what I'd like to smell like, greasy mass-produced hamburgers are at the top of my list. (Or not.) In an attempt to show how hip and ironic fast food can be, Burger King has created Flame by BK ($3.99), a body spray scented with the aroma of grilled beef.

Putting aside the question of why anyone would want to smell like low-grade meat sizzle, it's not that far-fetched of an idea. Back in 2001, Eric Schlosser described a visit to a chemical company that develops flavors for food and scents for fragrances:

After he opened each bottle, I dipped a fragrance-testing filter into it — a long white strip of paper designed to absorb aroma chemicals without producing off notes. Before placing each strip of paper in front of my nose, I closed my eyes. Then I inhaled deeply, and one food after another was conjured from the glass bottles. ... After closing my eyes, I suddenly smelled a grilled hamburger. The aroma was uncanny, almost miraculous — as if someone in the room were flipping burgers on a hot grill. But when I opened my eyes, I saw just a narrow strip of white paper and a flavorist with a grin.

Flame by BK was probably designed to amuse the hipster burger brigade rather than to start a meat-scent olfactory trend. As a longtime vegetarian who finds Burger King's latest ad campaign exceedingly gross, I'm clearly not the target audience. But for my omnivorous friends out there, what's your take? Funny joke, lame marketing gimmick, or a scent you'd want to wear?

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