The fried chicken chain formerly known as Kentucky Fried Chicken is showing a remarkable willingness to play with its brand in several current ad and marketing campaigns aimed at millennials. In the U.S.A., a growing list of popular comedians has been reinterpreting KFC’s spokesman Colonel Sanders in TV commercials. At last count, the Colonel has been played over the last few months by Darrell Hammond, Norm Macdonald and Jim Gaffigan, with more Colonels undoubtedly in the pipeline.
Now KFC has launched an even more audacious campaign in the Hong Kong market, where it is testing an edible nail polish that, well, tastes like its fried chicken. The polish is truly edible and was concocted by the same company that makes its signature blend of herbs and spices.
In its press release, KFC said “In line with its spirit of innovation, KFC Hong Kong unveils their new ‘Finger Lickin’ Good Edible Nail Polish’ range, keeping the brand literally at their customers’ fingertips while savoring their delicious signature chicken.
This limited edition edible nail polish was created as a tribute to the world famous “It’s Finger Lickin’ Good” slogan.
KFC’s signature flavors – Original Recipe and Hot & Spicy – have been carefully formulated from natural ingredients into edible nail polish and packaged in a stylish glass bottle and minimal box with over gloss details to appeal to young consumers’ love of food and fashion. Simply apply and dry like regular nail polish and then lick – again and again and again to taste why the world’s favorite chicken is Finger Lickin’ Good.”
In a TV and social media campaign, consumers are encouraged to vote for their preferred signature flavor, which KFC promises to later mass produce. Whether that actually happens is anybody’s guess; the campaign seems designed primarily to revive KFC’s classic slogan, which was retired in 2011.
As a bonus, the campaign has scored lots of press, keeping the brand prominent in consumers’ minds here and abroad. Here’s how the BBC reported it.