Appetite for seduction: BK’s new fragrance

The way to a man's heart may be through his stomach, but the way to a woman's heart — according to Burger King — may be through a new meat-scented body spray.

While fast-food chains aren't exactly best known for selling signature fragrances, on Sunday The Home of the Whopper rolled out a men's body spray called Flame by BK. The 5-ml bottles are available for sale in Ricky's stores in New York City and on a dedicated Web site, firemeetsdesire.com.

If you're salivating for a chance to marinate yourself in flame-broiled flavor, relax: The experience can be yours for just $3.99 — a small price to pay for some seriously mouthwatering mojo.

"My assumption when I heard about it was that it would smell like french fries and burgers," said Luis Bejaran, 24, who manages a Ricky's store on Eighth Street in Manhattan. But, he said, that wasn't the case. "It's a combination of Axe body spray, TAG and this YSL cologne I have. It's one of those scents that's not sweet, and light at the same time."

While Bejaran said he would be certainly be willing to set his body a-Flame, his female co-workers were not so sure about its meaty merits. "It's not the best choice for a man," offered one.

Still, as of Wednesday afternoon Bejaran says the store had sold at least 10 bottles, and plenty more people had stopped in or called to inquire about it. Many were drawn in by the store's window display, which currently features "the Burger King guy, half-naked," said Bejaran. Only four Ricky's stores were lucky enough to get the "King" special window treatment, however.

It's true that the reclining, vaguely nauseating Burger "King" does not make for the sexiest spokesperson, but his appeal, like the fragrance itself, may lie in its ridiculousness.

On firemeetsdesire.com, Burger King takes pains make satire of the "sexy is serious" stylings of other fragrance campaigns, offering this description of the scent against a chic black background: "The WHOPPER sandwich is America's favorite burger. FLAME by BK captures the essence of that love and gives it to you. Behold the scent of seduction, with a hint of flame-broiled meat."

As with any decent marketing stunt, the whole Flame campaign has stoked the embers of opinion among fans and critics alike.

"I would not wear it out of principle," said 23-year-old Mike G., after seeing the slim silver package sporting art of a flaming heart. "It's from Burger King. I would never wear a cologne from a fast-food restaurant. It actually angers me slightly. I mean, the packaging says heartburn — what are they trying to say?"

Perhaps that beauty — as they say — is in the, er, nose of the beholder.