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Presentation by:
Abhinay prakash
KFC
• World’ most popular chicken restaurant
chain
• Over 14,000 KFC outlets
• More than 12 million customers enjoy
their “finger lickin’ good” chicken each
day
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• First Franchised in 1959
• All-American traditional, quality, home
cooked family fast food restaurant that
serves delicious homemade fried chicken
• Up until the early 1990’s, consumers identified with this comfort
food and provided little friction towards the high-calorie and high in
trans fat food
• Over the last two decades consumers have become more
concerned with their health and more sensitive about the negative
effects of this type of fast food
PAST PRESENT
KFC’s Past Images
• Colonel Sander’s iconic face,
remained relatively constant
minus a few tweaks
• Colonel Sander’s image came
to symbolize quality in the food
industry
• Keeping the logo similar, but
changing the name helped keep
a familiar image associated with
quality home cooking while
removing the concept that their
product was unhealthy
KFC’S New Logo
• This malleable image has been reconstructed five times
in the past five decades to identify with the times
• Every time the Colonel’s image was updated it always
maintained the defining elements of his image such as
his thick glasses, goatee and southern style string tie
Credibility?
• KFC has strong brand awareness around the name and logo but has
had issues with credibility
• 2003- Commercial suggesting that fried chicken is the cornerstone of a
healthy diet
“KFC is
healthier than
a BK
Whopper!”
• Press Release on KFC website stating, that “fried chicken can be part
of a healthy, balanced diet
• The American public didn’t fall for the healthy fried chicken gimmick.
The campaign was a failure and did not reflect KFC in a good light
Credibility?
• In 2004, KFC commercials began saying
the phrase, “Kitchen Fresh Chicken”
• This never caught on because KFC was
already branded to the consumers as
Kentucky Fried Chicken
FRESH Chicken FRIED Chicken
UNFRIED, UNTHINK
• KFC introduced their new UNFried menu item on April 27,
2009
• Kentucky Grilled Chicken (KGC)
• KFC’s latest attempt to adapt to the recent trends and
attitudes towards health, involves another major revision to
the name
This name change creates a more vivid reality for
their consumers. It provides the consumer an option
to choose between the fried or grilled chicken.
Pseudo-Event
• April 27th was “UNFry
Day”
• KFC offered 2 free
pieces of Kentucky
Grilled Chicken to all
consumers
• This pseudo-event
received nationwide
publicity
“UNFry Day”
Fried Vs. Grilled
Kentucky Fried: 480 Calories 28 grams fat 6.5 grams saturated fat
Kentucky Grilled: 250 Calories 8 grams fat 2 grams saturated fat
KGC has as 50 percent fewer calories and half the sodium, and up to
two-thirds less fat than KFC's fried chicken
Traditional Media
Traditional media is often watched, listen
to or read by people in groups during a
period of entertainment or relaxation.
This type of atmosphere can generate
buzz and curiosity among the intended
audience.
“Unthink” Commercials
“Unthink” Commercials
Commercial Analysis
• Promote positive images for the Kentucky Grilled
Chicken
• Testimonials from both ordinary KFC consumers and
celebrity chefs vouch for this new product
• Creates curiosity amongst the viewers
• Commercials are strategically placed to reach the
most consumers possible ie: during sporting events
or prime time
Print Ads
• KFC had numerous print ads with the launch of
KGC
• Print ads had coupons for Kentucky Grilled
Chicken
• Print ad and coupons could be found in local
newspapers, magazines and coupon flyer booklets
Oprah and KFC
“Pseudo events spawn other pseudo-events in geometric
progression.” – Boorstin
• May 5, 2009 Oprah promoted Kentucky Grilled Chicken
on her show by featuring coupons on the Oprah.com
Oprah and KFC
• As a result, Oprah Winfrey KFC coupons was the
fifth most-searched item on Google Trends by
Wednesday afternoon, hours after it had been
posted
• Millions of coupons were downloaded, and lines of
customers were waiting outside KFC restaurants
from coast to coast
• Many franchises had to turn people away because
they ran out of KGC
Aftermath
In the end it this pseudo event wasn’t measured on
how poorly it was mismanaged, but undoubtedly
how famous KFC became.
Online Strategies
• KFC is constructing a 24-7
pseudo-event through
UNTHINKKFC.com
• KFC’s new image on the site
can be described as a fun,
active, and social
• The mini-site serves as the
campaign hub. The
information on this site is
repackaged for other
websites
UNTHINKKFC.com
UNTHINKKFC.com
• KFC is associating
their brand with
celebrities
• These personable
chefs somehow
give KFC grilled
chicken some form
of “Celebrity cred”
UNTHINKKFC.com
• iPhone App allows
users to pretend
their hip-hop stars
• Users are given a
new meaning to the
word Grillz
• The image of KFC
as fun and social
are reinforced
UNTHINKKFC.com
• KFC is providing
outtakes of their current
commercial campaign
• Users can be In on the
Fiction
• Great way to put unused
footage to work
• Provides an
opportunity for KFC to
be transparent with
their customers
• Pseudo-events can be
reinforced once
they’ve become self-
fulfilling prophecies
Twitter.com
Twitter.com
• Twitter offers KFC an
opportunity to create
instant pseudo-
events
• KFC’s use of Twitter is
clearly focused on
keeping the message
simple and witty
Facebook.com
Facebook.com : Malaysia
Facebook.com
• Facebook segments the
online community by
geographic location
and/or network. It allows
the company to provide
targeted advertising
• KFC understands the
structure of Facebook
and therefore tailors to
their audiences around
the globe
MySpace.com
MySpace.com
• KFC has decided to create a
global pseudo-event with
their search for a new
spokesperson
• With over 160 million users,
KFC is attempting to spread
their new image in the
disguise of a competition
“In order that the faint image of the affair shall mean
something to them, they must be allowed to exercise the
love of struggle, suspense, and victory.” -Lippmann
iPhone
iPhone
• Grillz = Gross
• The iPhone application is
filled with ambiguity.
Why was money spent
to build this product?
• The ambiguity somehow
keeps users interested
in the product
Hitmaker
Coincidence?
• Both competitions are searching for a star
• Logos look very similar
Has American Idol won?
Where else can KFC go?
Introducing
What is AIR?
• AIR = Adobe Integrated Runtime
• “Adobe’s AIR blurs the dividing line
between rich client and browser by
extending Web programming to the
desktop.” Forrester Research, Inc
Case Study
Overwhelming?
Overwhelming?
Yikes!
USC Directory
USC Directory
• One click away from
the Dock
• Auto-suggest
eliminates clutter
• No need to waste
time hunting for
information
NYTimes Reader
NYTimes Reader
• Receive news content in a
more print-like format
• Search returns in a more
intuitive format
• Articles and crossword
puzzles can be viewed
offline
KFC Desktop
KFC Desktop
• Learn about the
latest events
• Print out new
coupons
• Watch new
Commercials
• Play games offline
• Socialize
Questions?
Thank You