Burger King Launches Body Spray

It seems a stretch, but Burger King is out with a men's body spray called Flame.

The fragrance is billed as a “scent of seduction with a hint of flame-broiled meat.” (I'm not at all sure BK ran enough focus groups with women before launching this one, but the ads are hilarious.)

The King is stretched out in front of a roaring fireplace on a bearskin rug wearing nothing but his BK crown. The hide of a mountain lion is strategically draped over his groin.

Flame is available for a limited time only. Priced at $3.99, it is sold at Ricky's retail stores and through the promotional Web site, www.firemeetsdesire.com.

At the site, sexy music plays as a man's voice — deep and meaty — encourages visitors to, “Come on baby, give it a spray.” People who click are taken to a site that shows a romantic scene of candlelight and flowers.

This is the company's first foray into selling a fragrance, but BK may be best served by doing what it knows it does best, serving up burgers — or risk getting burned.