Burger King has scrapped its 40-year-old Have It Your Way slogan in favor of the more personal - but also grammatically challenged - Be Your Way. The chain said it has already started to roll out the new tag line across its marketing in the U.S., including in a TV ad airing on Monday night. The line made its first appearance in an online video last month. According to Burger King the new motto is intended to remind people that ‘they can and should live how they want anytime. It's ok to not be perfect... Self-expression is most important and it's our differences that make us individuals instead of robots.’ Scroll down for video . Burger King unveiled its grammatically challenged new slogan - Be Your Way - in an online video last month . 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, for instance, Taco Bell has been touting its Live Mas slogan, which means ‘live more’ in Spanish. Fernando Machado, Burger King's senior vice president of global brand management, noted in an interview that Have It Your Way focuses on only the purchase - the ability to customize a burger. By contrast, he said Be Your Way is about making a connection with a person's greater lifestyle. ‘We want to evolve from just being the functional side of things to having a much stronger emotional appeal,’ said Machado, who joined the company in March. Whether the new tag line can help Burger King's image over the long term remains to be seen. Be Your Way is about making a connection with a person's greater lifestyle, said the company's senior VP of global brand managemen . Burger King hasn't been actively using the Have It Your Way slogan for some time in the U.S. The company, along with McDonald's Corp., is fighting to boost sales at a time when people are moving toward foods they feel are fresher or higher quality. Laura Ries, president of the brand consulting firm Ries & Ries, noted that companies can come across as trying too hard to be cool. ‘The problem is that people don't see themselves as living the Burger King lifestyle,’ she said. ‘You've got to be realistic with the place that your brand holds in real life.’ Burger King says new slogan was developed with ad agency David, a unit of WPP. Machado noted that Burger King hasn't been actively using the Have It Your Way slogan for some time in the U.S. The company, which is based in Miami, Florida, also will stop using its more recent Taste Is King motto. Burger King has been undergoing a series of marketing and menu changes under new management. The chain was bought by investment firm 3G Capital in late 2010, then taken public again in 2012. Soon after, 3G replaced the chain's CEO and early this year, Axel Schwan was appointed as global chief marketing officer. In the latest quarter, Burger King said sales at U.S. restaurants open at least a year edged up 0.1 percent. The company said that results were hurt by bad weather.
After 40 years of 'Have It Your Way', BK is changing its slogan .
The grammatically incorrect new motto is intended to remind people that 'they can and should live how they want anytime'
'Be Your Way' is about making a connection with a person's greater lifestyle, said the company's senior VP of global brand management .
Burger King has scrapped its 40-year-old Have It Your Way slogan in favor of the more personal - but also grammatically challenged - Be Your Way. The chain said it has already started to roll out the new tag line across its marketing in the U.S., including in a TV ad airing on Monday night. The line made its first appearance in an online video last month. According to Burger King the new motto is intended to remind people that ‘they can and should live how they want anytime. It's ok to not be perfect... Self-expression is most important and it's our differences that make us individuals instead of robots.’ Scroll down for video . Burger King unveiled its grammatically challenged new slogan - Be Your Way - in an online video last month . 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, for instance, Taco Bell has been touting its Live Mas slogan, which means ‘live more’ in Spanish. Fernando Machado, Burger King's senior vice president of global brand management, noted in an interview that Have It Your Way focuses on only the purchase - the ability to customize a burger. By contrast, he said Be Your Way is about making a connection with a person's greater lifestyle. ‘We want to evolve from just being the functional side of things to having a much stronger emotional appeal,’ said Machado, who joined the company in March. Whether the new tag line can help Burger King's image over the long term remains to be seen. Be Your Way is about making a connection with a person's greater lifestyle, said the company's senior VP of global brand managemen . Burger King hasn't been actively using the Have It Your Way slogan for some time in the U.S. The company, along with McDonald's Corp., is fighting to boost sales at a time when people are moving toward foods they feel are fresher or higher quality. Laura Ries, president of the brand consulting firm Ries & Ries, noted that companies can come across as trying too hard to be cool. ‘The problem is that people don't see themselves as living the Burger King lifestyle,’ she said. ‘You've got to be realistic with the place that your brand holds in real life.’ Burger King says new slogan was developed with ad agency David, a unit of WPP. Machado noted that Burger King hasn't been actively using the Have It Your Way slogan for some time in the U.S. The company, which is based in Miami, Florida, also will stop using its more recent Taste Is King motto. Burger King has been undergoing a series of marketing and menu changes under new management. The chain was bought by investment firm 3G Capital in late 2010, then taken public again in 2012. Soon after, 3G replaced the chain's CEO and early this year, Axel Schwan was appointed as global chief marketing officer. In the latest quarter, Burger King said sales at U.S. restaurants open at least a year edged up 0.1 percent. The company said that results were hurt by bad weather.
the new motto is intended to remind people that ‘they can and should live how they want anytime. a connection with a person's greater lifestyle. remains to be seen. Be Your Way is about making a said the company's senior VP of global brand