SINGAPORE: KFC has dropped the famous Colonel Sanders character
from its television advertising in Singapore with the tagline of its
latest commercial, 'Have you got the craving?', representing a major
shift in the brand's strategic direction.
Previous commercials used the line "Nobody does chicken like KFC" and
featured the animated Colonel Sanders character discussing the
product.
But the new campaign, which its Singapore agency Ogilvy & Mather hopes
will go regional, uses humorous slice-of-life advertising to endear the
brand and make it relevant to consumers.
One commercial shows people who appear to be on a crowded bus before the
camera pans out to reveal they are just crowding around one man because
he has a bucket of KFC chicken.
But the commercial almost didn't make it - when the agency presented the
storyboards, the client knocked back the idea and chose another
commercial entitled 'Tai Chi'.
"But we felt this ad was better so we took the initiative and paid to
have the spot produced," said Craig Smith, O&M head of art.
"Sometimes it's difficult to get clients to believe in what you're
saying so you need to go further to help them out."
Smith is pleased with the new positioning because it gives the agency
greater scope to explore ideas for forthcoming campaigns. "More ideas
will come to light and the advertising will be a lot more fun. The ideas
are going to get better. We've won creative awards for small clients,
but now we're going to do it properly by winning more awards for big
clients," he said.
According to David Mayo, O&M regional business director, the new
advertising reflects the role KFC plays in everyday life. He said the
tagline 'Have you got the craving?' was appropriate for KFC because it
represented a powerful positioning that arch rival McDonald's could
never claim for itself.
Mayo added that dropping Colonel Sanders from television spots, but
retaining the character for point-of-sale materials, made sense because
"the Colonel is an icon of the brand but it isn't a creative idea".
