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October 12, 2010

KFC locates more college girls' butts for Double Down promotion

By T.L. Stanley on Tue Oct 12 2010


Eat a fat-, salt- and calorie-ridden Double Down, and it'll end up directly on your rear end. Is that the message of KFC's just-expanded college marketing campaign? Nah, just my interpretation. The real reason the marketer is hiring more cute co-eds to wear sweatpants with "Double Down" stamped on the posterior is that heavy fast-food users—and likely Double Down heart-attack candidates—are guys who spend inordinate amounts of time staring at girls' butts. So base. So brilliant! The campaign, which AdFreak covered previously, is moving on to Indiana University, Colorado State and James Madison University, where young women will get $500 to hand out KFC coupons while using their backsides as walking advertisements. Some 600 women applied for the job through the marketer's Facebook page, even though a branding expert has said it makes KFC look like "the Hooters of fast food." So, is this just another demeaning brick in the wall, or will it be a B-school case study in the power of bad PR?


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