(AP) Burger King has launched a new men's body spray called "Flame," which it describes as "the scent of seduction with a hint of flame-broiled meat."
The fast food chain is marketing the product through a Web site featuring a photo of its King character reclining fireside and naked, except for an animal fur strategically placed to not offend.
The marketing ploy is the latest in a string of virile ad campaigns by the company.
Burger King is also in the midst of its Whopper Virgins campaign that features an taste test with fast-food "virgins" pitting the Whopper against McDonald's Big Mac.
Copyright 2008 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.