KFC is once again updating its tagline just one year after launching the Unthink slogan to support its new grilled product line. The new tagline, "so good," is the fifth change in marketing direction for the brand in recent years, reports Advertising Age (subscription required).
The Unthink tagline has failed to resonate with customers, E-Poll Market Research has found. Only 2 percent of respondents associate the Unthink slogan with the KFC brand, while its former long-time tagline "Finger lickin' good" came to mind for 45 percent of respondents.
From Advertising Age:
But this time, KFC plans to stick to its strategy. "We've been very impatient," said Javier Benito, KFC's exec VP-marketing and food innovation. "When you look at brands that have been with the same taglines for many years, they do well because they're consistent." He cited Nike and Coca-Cola as standouts.
KFC has struggled to improve its U.S. same-store sales, which were down 4 percent for the most recent quarter. Meanwhile, smaller chain Popeyes ended 2009 with improved comps and a gain in market share thanks to a focus on operations and a new national marketing effort.
From Advertising Age:
Technomic President Ron Paul said that KFC can rebound, but to do so, "they've got to find the right focus." "Obviously, going to grilled didn't seem to work very well, so they're going to have to try some other new products."Mr. (Javier Benito, executive vice president of marketing and food) said the tagline is the result of the combined efforts of Ogilvy, Sydney; Bartle Bogle Hegarty, London; and DraftFCB, Chicago. The tagline emerged in focus groups, when lapsed customers tasted the product and said, "It's so good." But in addition to tapping nostalgia, it also provides an umbrella that works for promoting grilled chicken, crispy fried strips or a value meal.
The new tagline may appease franchisees, a group of which filed suit against the company claiming that the new emphasis on grilled chicken is taking away from the brand's mainstay, Original Recipe.
