After 40 years, consumers will no longer “Have It Your Way” at their local Burger King. Instead, the company is rolling out a new, more philosophical slogan – “Be Your Way” – meant to highlight each individual customer. Whatever that means.

Officials with the company tell the Associated Press that the new motto is intended to remind people that “they can and should live how they want anytime. It’s okay not to be perfect..Self expression is most important and it’s our differences that make us individuals instead of robots.”

The new tag will begin rolling out with television ads and other marketing materials beginning tonight.

Fernando Machado, senior vice president of global brand management for Burger King, says the “Have It Your Way” slogan focused only on a customers purchase. By changing the slogan the company is making a connection with a person’s lifestyle.

“We want to evolve from just being the functional side of things to having a much stronger emotional appeal,” Machado says.

In addition to ditching the “Have It Your Way” slogan, Burger King is also scraping the recent “Taste Is King” motto.

The slogan shake-up is just the latest attempt by Burger King to be hipper. Earlier this month, the company announced it would be adding burgers and fries to its breakfast menu. Okay, so that might not make the company any cooler, but it does bring something different to the now swelling fast food breakfast market.

Burger King Ditches ‘Have It Your Way’ Slogan After 40 Years [The Associated Press]

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