Hasta La Creative!

A while back it was decided that the men in red wigs weren’t the right brand direction for Wendy’s, so they scraped it. Now, as recently as a week ago, Wendy’s new spots from kirshenbaum bond + partners have begun to air on television (and are now on Wendy’s web site, too). If you haven’t seen them yet, they’re quite the departure from the previous red wig campaign (which I was fond of). The reviews haven’t been so glorious so far, but this is the first effort, maybe they’ll turn a corner.

My question is the new tag line, which is "Waaaay better than fast food. It’s Wendy’s." Is it me, or is that a bit similar to Sonic’s, "It’s not just good… it’s Sonic good." Not that it’s a bad thing to copy something that’s working, but I think it’s a bit too close.

What do you think? Is there room for two fast food chains to have similar tag lines?