KFC launched a limited edition sunscreen in the US for the Labor Day weekend around September 6. The idea came from PR company, Edelman Dallas.
The sunscreen works like any other, but it smells like KFC fried chicken. It also promises extra crispy skin…
…which helps it to fit into Wieden + Kennedy’s George Hamilton summer ad series for the brand. Hamilton is known for his perennial, and very dark, suntan. Hamilton replaced Jim Gaffigan as the Colonel in June, and W+K immediately began playing with the extra-crispy pun.
Wieden + Kennedy created the humorous new ad in the style of the informercials that overpopulated the 80s, when Hamilton promoted an upmarket sunscreen range, with the line, “My credibility in tanning is unblemished.”
W+K also created the packaging and the Extra Crispy Suncreen microsite.
The 3,000 bottles of SPF 30 Extra Crispy Sunscreen that were available online for free were all claimed rapidly, hopefully as keepsakes.
The sunscreen follows a KFC nail polish launched in Hong Kong in May, that tasted of fried chicken.
Credits:
Product: Edelman Dallas
Creative: Wieden + Kennedy Portland
Creative directors: Eric Baldwin & Jason Kreher
Copywriter: Shaine Edwards
Art Director: Matthew Carroll
Producers: Tiffany Golden & Ben Grylewicz
Business management: Connery Obeng
Account management: Jesse Johnson, Andrie Wheeler, Kate Rutkowski & Madeline Parker
Social strategy: John Dempsey
Director: Matthew Carroll
Editing: Eric Hill @ JOINT
Post Producer: Chris Gerard
Mixer/sound engineer/sound designer: Noah Woodburn
