Instead of Switching Out Colonels, KFC Opts to 'Update' Its Famous Tag in the U.K.

'Bolder, Fresher' Approach Includes a Controversial Slogan

By Alexandra Jardine. Published on Oct 12, 2016

Editor's Pick

While KFC continues to refresh the Colonel in the U.S., it's taken a provocative new approach to marketing in the U.K. with a suggestive poster "updating" its famous slogan, part of a shakeup in the fast feeder's brand identity.

A 96-sheet poster features the brand's classic tagline "It's finger lickin' good" -- but certain letters are crossed out to read "It's f____'n' good." The ad will appear in selected locations across the U.K.

We can't help thinking this poster was designed to attract some complaints, and we'll be keeping an eye on its future via the Advertising Standards Authority.

It's all part of a campaign by BBH London designed to deliver what it calls a "fresh, bold modern feel for the brand," adopting a "witty tone of voice." Changes also include a new photographic style, typography-led executions, and a "Colonel stamp of quality" that will appear on communications.

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Oct 12, 2016
BBH London
Hamish Pinnell
Martha Riley
Creative Director:
Hamish Pinnell
Creative Director:
Martha Riley
Lucian Trestler
Strategic Director:
Fernando Ribeiro
Business Lead:
Becky Russell
Business Lead:
Leo Sloley
Account Manager:
Katharine Gritten
Account Manager:
Jamie Kisilevsky
Print Producer:
Katie Callaghan
Print Producer:
Lauren Daniels
Print Producer:
Simon Taylor
Director, Marketing:
Monica Pool
Brand Manager:
Jack Foley
Dan Matthews
Dawn Kershaw
Christian Tunstall
Niek Van Den Wingerden
Gareth Williams

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