In a bid to prove how ridiculous the pink tax is, Burger King served female customers their chicken fries in a pink box this week and then asked them to pay more for this packaging.

As expected, customers were outraged by the request and outright refused to pay.

42% of the time the female version of a product, e.g. razors, costs more than the men’s according to the New York City Department of Consumer Affairs, and this stunt aimed to raise awareness and support for the Pink Tax Repeal Act.

“Burger King restaurants welcome everyone, and we see pink tax as extremely unfair,” said Christopher Finazzo, president of Burger King North America. “We created this experiment with fan-favourite Chicken Fries to demonstrate the effect of pink tax and how everyone should pay the same for the same products – whether it’s pink or not.

Via: PR Examples