LOUISVILLE, KY - Forget park benches, sky writing or on-blimp advertising. KFC is taking advertising to a whole new medium: the backsides of college sweat pants.
Via the creative on-clothing ad campaign, the chicken chain will recruit college co-eds to serve as “human billboards.” On select college campuses, female undergraduates will sport KFC Double Down branded sweat pants to encourage students to try the unique bun-less sandwich.
KFC launched the initiative this week in Louisville, Ky., where brand ambassadors sporting the one-of-a-kind Double Down clothing attracted fellow students across campus with KFC gift certificates. Female students interested in becoming ambassadors at their schools may contact KFC on the company’s Facebook page (www.facebook.com/kfc). KFC will select students at three additional campuses and outfit them with the customized sweat pants, KFC gift checks to distribute and a $500 stipend for their involvement.
“It’s hard to imagine anyone escaped the buzz of the Double Down earlier this year,” said John Cywinski, Chief Marketing and Food Innovation Officer for KFC. “But in an effort to reach consumers coast-to-coast, and especially our key target of young men, we’ve established yet another advertising first – one that’s fitting of the Double Down’s head-turning history.”
KFC also is encouraging Double Down fans to unite and show their loyalty to the one-of-a-kind sandwich by joining the “Order of the Double Down” via a new KFC Facebook page. There, fans are encouraged to profess their love of the sandwich, challenge their friends to eat the “Greater Food” and consult the Double Down Oracle. The Double Down Facebook page can be found at www.facebook.com/theorderofthedoubledown.
KFC’s Game-Changing Chicken Sandwich
The one-of-a-kind Double Down features two thick and juicy boneless white meat chicken filets (Original Recipe® or Grilled), two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and Colonel’s Sauce. The sandwich contains 540 calories, similar to many of the burgers available at fast food restaurants today. The Double Down is also available in a grilled version, which checks in at 460 calories. For fat, cholesterol, sodium and other nutritional content for the Double Down, see www.kfc.com/nutrition/.
A History of Innovative Marketing
KFC first made news with its unique advertising in 2006 when it unveiled a newly re-designed logo so big it could be seen from space. In 2009, to communicate a message about fresh chicken, KFC branded repaired potholes to read “Re-Freshed by KFC,” and earlier this year, the brand funded fire safety improvements in exchange for placing a Hot Wings logo on fire hydrants and extinguishers. KFC also recently encouraged America to “Get a Grip” on its Boneless Filet Box meal by securing sports marketing deals with athletes known for their strong grips.
For more information on the KFC Double Down or how to become a brand ambassador, visit www.KFC.com.
Via the creative on-clothing ad campaign, the chicken chain will recruit college co-eds to serve as “human billboards.” On select college campuses, female undergraduates will sport KFC Double Down branded sweat pants to encourage students to try the unique bun-less sandwich.
KFC launched the initiative this week in Louisville, Ky., where brand ambassadors sporting the one-of-a-kind Double Down clothing attracted fellow students across campus with KFC gift certificates. Female students interested in becoming ambassadors at their schools may contact KFC on the company’s Facebook page (www.facebook.com/kfc). KFC will select students at three additional campuses and outfit them with the customized sweat pants, KFC gift checks to distribute and a $500 stipend for their involvement.
“It’s hard to imagine anyone escaped the buzz of the Double Down earlier this year,” said John Cywinski, Chief Marketing and Food Innovation Officer for KFC. “But in an effort to reach consumers coast-to-coast, and especially our key target of young men, we’ve established yet another advertising first – one that’s fitting of the Double Down’s head-turning history.”
KFC also is encouraging Double Down fans to unite and show their loyalty to the one-of-a-kind sandwich by joining the “Order of the Double Down” via a new KFC Facebook page. There, fans are encouraged to profess their love of the sandwich, challenge their friends to eat the “Greater Food” and consult the Double Down Oracle. The Double Down Facebook page can be found at www.facebook.com/theorderofthedoubledown.
KFC’s Game-Changing Chicken Sandwich
The one-of-a-kind Double Down features two thick and juicy boneless white meat chicken filets (Original Recipe® or Grilled), two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and Colonel’s Sauce. The sandwich contains 540 calories, similar to many of the burgers available at fast food restaurants today. The Double Down is also available in a grilled version, which checks in at 460 calories. For fat, cholesterol, sodium and other nutritional content for the Double Down, see www.kfc.com/nutrition/.
A History of Innovative Marketing
KFC first made news with its unique advertising in 2006 when it unveiled a newly re-designed logo so big it could be seen from space. In 2009, to communicate a message about fresh chicken, KFC branded repaired potholes to read “Re-Freshed by KFC,” and earlier this year, the brand funded fire safety improvements in exchange for placing a Hot Wings logo on fire hydrants and extinguishers. KFC also recently encouraged America to “Get a Grip” on its Boneless Filet Box meal by securing sports marketing deals with athletes known for their strong grips.
For more information on the KFC Double Down or how to become a brand ambassador, visit www.KFC.com.
