smells like...meat?

Burger King has been making headlines again, this time for the release of its signature body spray, Flame by BK.

Sold for $3.99 exclusively at Ricky's in NYC, Flame is described as "the scent of seduction, with a hint of flame-broiled meat." The sure-t0-be pop culture phenomenon sold out almost immediately.

At first I was kind of turned off. It evoked the classic caveman image of "Me. Eat. Meat." with lots of gesticulating and chest-thumping. But, in true Crispin Porter+Bogusky fashion, there's a method to this madness. I'm not part of the target audience, so it doesn't matter whether I like it or not. Beef-eatin', heat-packin' manly-men probably love this idea. If anything, it makes one hell of a gag gift.

Those who aren't a part of BK's target market are most likely, at the very least, disgusted. So disgusted that they'll channel their outrage into attention-grabbing headlines. Google "bk flame" and you'll find over one million hits. This clearly isn't Crispin's first time around the block. Flame by BK has (surprise, surprise!) even become pervasive enough to be parodied by PETA.

What's more, Flame by BK could make a second appearance come Valentine's Day. Cupid's arrows may prove no match for that intoxicating aroma of flame-broiled beef.

Still not sated? Check out this clip from The Today Show...