Louisville, Ky. - KFC was faced with a marketing challenge when it decided to create new television advertising which capitalized on the equity of its popular founder, Colonel Harland Sanders, now deceased.
Back in the '60s and '70s, Colonel Sanders' celebrity status landed him a spot as a regular on the talk-show circuit and a place on the A-list of celebrity events.
In 1990, KFC attempted to bring Colonel Sanders back with advertising that featured a look-alike actor. The ad fell flat with consumers because Colonel Sanders couldn't be imitated.
Learning from this experience, the company has taken a different approach with its new advertising. The new campaign features “The Colonel,” an animated character inspired by the legendary demeanor and attire of Colonel Sanders - the white suit, the black-string tie, his goatee, glasses and cane - and captures his essence in a modern-day personality that can appeal to today’s consumers.
“The Colonel” springs to life in the advertising through a combination of animation and live-action format. The advertising launch coincides with the 108th birthday of Colonel Sanders.
“Colonel Harland Sanders' larger-than-life image and personality have proved a powerful brand icon for KFC and have defined the brand for 60 years,” explained Moody.
Selecting the voice of “The Colonel” was key. “We needed someone with a tone and quality that would evoke the warmth, humor and charm of Colonel Sanders,” Moody said. The company selected Randy Quaid, one of Hollywood's most popular actors to provide the voice for “The Colonel” character.
The campaign, created and produced by Young & Rubicam/New York, with animation by Wild Brain/San Francisco, breaks on September 9th - the 108th anniversary of Colonel Sanders' birth.
The first spot in the campaign features “The Colonel” excited and eager to tell everyone about his latest menu addition - Popcorn chicken. An extremely popular limited time offer last featured in 1993, Popcorn Chicken features pieces of boneless white-meat chicken, marinated in Extra Crispy seasonings, then breaded and fried. Its unique, bite-size form is ideal as part of a quick meal or a convenient snack. This time around, Popcorn Chicken is made with bigger chunks of all white-breast meat, and is available at KFC restaurants for $1.99 from September 9 through October 4.
Meat Industry Insights News Service
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