 Employing the practice of viral marketing, CP+B's advertisements generated significant word of mouth and a new use of what has become known as the "Creepy King" persona, an appellation that CP+B used in later advertisements.In April 2009, a CP+B advertisement for Burger King's "Texican burger" was removed from television because it caused an international uproar over insults to Mexico.After purchasing the company in 2010, 3G Capital ended Burger King's relationship with CP+B and engaged the services of McGarryBowen.