NORTHERN PLANNER

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Here’s to the Colonel

 

I really like all this new KFC stuff.

Obviously it's great to watch and funny. But it's also an idea that means you talk about as much product as you like, rather than getting all sniffy about product features and benefits.

It's an idea that works as a 2 second GIF, as ideas have to these days.

I think the real lesson is looking at how people relate to you already. Let's be honest, everyone knows the Colonel. What they've done brilliantly, is found new ways to use him (refresh memory structures as some would say).

Sometimes the obvious is great, as long as you use it in a way that maybe isn't. 

Compare this to the way the Meerkat in the UK is looking so, so tired. 

 

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3 responses to “Here’s to the Colonel”

  1. John Avatar
    John

    Whereas using a thirty year old cultural reference isn’t tired? I take your point but I think the meerkat/Apple piss-take has revitalised their idea to some degree.
    More interesting to me is that I’ve seen absolutely none of this KFC stuff anywhere though, I imagine, I’ll be noticing it from now on. You’re absolutely right about its gifability, but that only works if I understand what they’re giffing at. No memory, no structure.
    Also the one you feature is far far far too long. A thirty second gag (if that) stretched to the longer format. Never understood why people do that. Replicating over-long YT vids I guess.

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  2. Northern Avatar
    Northern

    Should have mentioned the work is American
    The UK is different, and I think very good too, but in a different way.
    Agree on this execution, but look further and I think the idea of lots of Colonels is so smart. George Hamilton as the brown and crispy colonel is so great.
    My point is they’ve refreshed using the colonel in new and different ways, while the Meerkat, just an opinion, seems to have run out of ideas and perhaps over shadows what they actually do.
    I’m not sure folks see the Apple reference, but then again, maybe they don’t care and the Meerkat just keeps them front of mind
    Debate is always good though, there is rarely a right answer

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  3. john Avatar
    john

    Interesting thought re Apple recognition. You may be right but, as you say, it’s a distinctive variant on the tiring theme. And yes George Hamilton is terrific and selling a specific thing.

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