Burger King is scrapping its 40-year-old "Have It Your Way" slogan in favor of the more personal "Be Your Way."
The chain says the new tag line will roll out across its marketing in the U.S., including in a TV ad that will begin airing Monday night. The line made its first appearance in an online video last month.
Fernando Machado, Burger King's senior vice president of global brand management, noted that "Have It Your Way" focuses on the transaction itself. By contrast, he said "Be Your Way" is about making a connection about a person's greater lifestyle
It may seem odd for a fast-food company to champion individuality, but Burger King isn't the only one trying to project a hip, non-corporate attitude to gain favor with customers. Since 2012, Taco Bell has been touting its "Live Mas" slogan as a way to connect with people in their 20s and 30s. "Live mas" means "live more" in Spanish.