Australia has had a “bolder, fresher” trendier KFC since January 2016, when Ogilvy Sydney gave the brand, Plucka Duck from the 80s TV sensation, Hey Hey it’s Saturday…on a skateboard, performing some seriously gnarly feats to a surf punk rock tune.
Under Wieden + Kennedy’s guidance in the US, KFC seems to have been changing Colonels almost as often as underwear and creating some very sharp – and memorable – humour around its products, including a joke sunscreen that sold out in days.
W+K: KFC’s sunscreen promises to make your own skin extra crispy
Sadly (George Hamilton was a masterstroke), KFC has a new Colonel Sanders, Vincent Kartheiser from Mad Men, although W+K’s wit has, rather delightfully, turned him into the “heartthrob Nashville Hot Colonel,” to celebrate the return of Nashville Hot Chicken to the KFC menu.
In the UK, BBH has gone all out on being provocative as part of what it calls its “bolder, fresher” approach, after giving KFC its 50th anniversary year last year in a rather more conventional ad manner.
The well-known tagline, “It’s finger lickin’ good” has been changed somewhat to read this:
The posters pair KFC’s new identity for the brand, created by Grand Army in New York, with a friendly, conversational tone of voice. Most feature type only. One includes an image of a burger.
Credits:
Agency: BBH London
Creatives: Hamish Pinnell & Martha Riley
Photographer: Dan Matthews
Design: Christian Tunstall & Niek Van Den Wingerden
