Posted by ChasinDatPaper on September 25, 2010 at 7:44am
KFC is getting creative, but taking some heat, for their latest ad campaign by using the backsides of female college students.
As a play on words, the restaurant is asking women to wear sweatpants that advertise their new bunless sandwich, the Double Down, on the backside of the pants. The female students will be paid $500 for wearing them on their college campus and will be given coupons to hand out, according to USA Today .
The campaign launched on the Spalding University campus in Louisville, Ky. where KFC is headquartered. The company is hoping to not only help sales for the Double Down, but also generate more notoriety with 18-25 year olds after it was reported that the demographic couldn't identify KFC founder Colonel Sanders .
The company encouraged consumers to visit their Facebook page dedicated to the Double Down to show their love of the sandwich. The fast food chain will also be holding a promotion to select three additional campuses to participate in the campaign.
Female students who want to become a KFC ambassador are asked to go to their original Facebook page to let them know they are interested in participating.
Not everyone is thrill with these walking "billboards."
The president of the National Organization for Women, Terry O'Neill said, "It's so obnoxious to once again be using women's bodies to sell fundamentally unhealthy products," USA Today reported.
And brand specialist Jonathan Salem Baskin said of the campaign, "It's irrelevant to the product." He believes KFC would be more successful by revising their menu and cleaning up their stores like fast food giant McDonald's did years ago.
KFC believes it's an effective method to reach their target customer of young men.
Source: MyFoxNepa
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