The document provides information about KFC's branding and marketing strategies over time. It discusses how KFC has historically been known for fried chicken but more recently introduced grilled chicken options under the "UNFried" brand to appeal to health-conscious consumers. It describes KFC's rebranding efforts through updated logos, new product lines like Kentucky Grilled Chicken, and high-profile marketing campaigns using celebrities, TV appearances, and digital/social media platforms.

1. UNTHINK KFC
Presentation by:
Leeann Medina
Christopher Mendez

2. 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

3. Past Image
• First Franchised in 1959
• All-American traditional, quality, home
cooked family fast food restaurant that
serves delicious homemade fried chicken

4. • 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

5. 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

6. 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

7. 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

8. 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

9. 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.

10. 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

11. “UNFry Day”

12. 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

13. 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.

14. “Unthink” Commercials

15. “Unthink” Commercials

16. 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

17. 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

18. 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

19. 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

20. Aftermath
In the end it this pseudo event wasn’t measured on
how poorly it was mismanaged, but undoubtedly
how famous KFC became.

21. Online Strategies

22. • 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

23. UNTHINKKFC.com

24. UNTHINKKFC.com
• KFC is associating
their brand with
celebrities
• These personable
chefs somehow
give KFC grilled
chickensome form
of “Celebrity cred”

25. 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

26. 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
“A work of fiction may have almost any degree of
fidelity, as so long as the degree of fidelity can be
taken into account, fiction is not misleading.”
-Lippmann

27. YouTube.com

28. YouTube.com
• Provides an
opportunity for KFC to
be transparent with
their customers
• Pseudo-events can be
reinforced once
they’ve become self-
fulfilling prophecies

29. Twitter.com

30. Twitter.com
• Twitter offers KFC an
opportunity to create
instant pseudo-
events
• KFC’s use of Twitter is
clearly focused on
keeping the message
simpleand witty

31. Facebook.com

32. Facebook.com : Malaysia

33. 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
Facebookand therefore
tailors to their audiences
around the globe

34. MySpace.com

35. 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

36. iPhone

37. 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

38. Hitmaker

39. Coincidence?
• Both competitions are searching for a star
•Logos look very similar
Has American Idol won?

40. Where else can KFC go?

41. Introducing

42. 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

43. Case Study

44. Overwhelming?

45. Overwhelming?

46. Yikes!

47. USC Directory

48. USC Directory
• One click away from
the Dock
• Auto-suggest
eliminates clutter
• No need to waste
time hunting for
information

49. NYTimesReader

50. NYTimesReader
• Receive news content in a
more print-like format
• Search returns in a more
intuitive format
• Articles and crossword
puzzles can be viewed
offline

51. KFC Desktop

52. KFC Desktop
• Learn about the
latest events
• Print out new
coupons
• Watch new
Commercials
• Play games offline
• Socialize

53. Questions?

54. Thank You