Wednesday, May 16, 2007

The Colonel Gets Another Makeover

(LOUISVILLE, KY) Kentucky Fried Chicken is test-marketing yet another image change in select cities across the US. With a rearrangement of their letters to FKC and a drastic update of the beloved icon Colonel Sanders, the company says it’s all about attracting the crowd most known for frequenting fast food franchises.

“Appealing to busy families on the go might work in small town and rural America, but we’ve seen a trend in the chain's more urban markets,” said Jane Marquette, a partner in the advertising agency BSF+U. “When we visited KFC outlets across America, there was an overwhelming trend we could not ignore; many of the restaurant’s clientele were stoners, skaters, emo kids and blue collar guys on their lunch breaks.”

In San Diego, the image change has been viewed very positively; with local sports radio stations urging listeners to frequent the stores.

“F KC! That’s what it’s all about, man!” said Tug McBohner, host of the drive time sports show Chargers or Death. “We HATE Kansas City here. F them is right!”

Marquette insists the name change has nothing to do with the city of Kansas City and says it’s more about projecting an attitude that appeals to the modern fast food diner.

“The name means Fried Kentucky Chicken, obviously, but it can be viewed in any way a patron wishes. That’s part of the edginess of the campaign,” said Marquette. “We are fully aware of what F means, and our targeted demo understands the wink and the nod we’re giving them. We’re making Kentucky Fried Chicken cool.”

As for the makeover of the Colonel, Marquette says that was a tough sell for KFC brass.

“He’d only recently received a pretty dramatic makeover, so their squeamishness at letting us alter him even further was understandable. But when we showed them a random sampling of photographs of their own employees, who look very much like they might be the new Colonel’s partying buddies, they relented. He's a little menacing, perhaps even scary, but our studies are showing that the kids look up to him much more than they did the kindly old grandpa in the apron.”

Marquette predicts that other fast food chains will mimic KFC’s efforts.

“They’re already after the same group with their Do Wendy’s and Fourth Meal and I’m Thinkin’ Arby’s campaigns. It’s all about the hipster kids with the munchies and some money.”

Disclaimer: Please, do we really need a disclaimer here?

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