We’re approaching an important interval of the 12 months for fragrance gross sales. It is the time when individuals are choosing out Christmas presents from the likes of Chanel, Gucci. Carolina Herrera… and KFC?
Sure, Colonel Sanders has concocted a fragrance. If you wish to scent like fried hen this Christmas, Eau D’uardo is the best way to go. Simply search for the bottle that resembles a hen drumstick (see our festive reward information for creatives for different choices).
Designed with the Jungle inventive company PS21, Eau D’uardo is being promoted with a spot that leans closely into the everyday tropes from luxurious fragrance advertisements. A pair dance, pout and carry out acroyoga in Gran Canaria’s Maspalomas dunes. A girl whispers in French. There is a horse.
I ought to make clear that the unisex perfume might not scent as revolting as it could sound (or at the very least not fairly). Produced by KFC Spain, it isn’t meant to scent of fried hen after it has been cooked however of the herbs and spices from the Colonel’s unique batter recipe, together with notes of bergamot, geranium, mandarin and pink pepper.
The identify and the drumstick-shaped packaging design is a reference to KFC’s hit doll/toy/Christmas tree ornament from final 12 months… What? KFC additionally makes Christmas tree decorations? Yep, it bought 25,000 drumstick-shaped baubles in Spain final 12 months. Randomly named ‘Eduardo’, the product turned a viral meme.
The amusing marketing campaign is a good instance of long-term model constructing and engagement, choosing up on a viral hit from final 12 months and taking it additional whereas firmly associating the model with the vacation season nearly as if it have been Freixenet, the Catalan cava model whose annual end-of-year advertisements have lengthy been a nationwide occasion.
KFC has provide you with a number of leftfield inventive campaigns lately. It has been notably specializing in players, turning Colonel Sanders right into a buff combatant in Avenue Fighter 6 and even teasing one of many weirdest gaming consoles ever conceived.
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