It’s no wonder ad people are held in lower regard than secondhand car dealers, ambulance chasers and snake oil sellers in general when you read that KFC’s agency, MullenLowe has come up with a brilliant new tag line for its client. For 65 years KFC ran with “It’s finger lickin” good.” After prodigious effort and much spending, MullenLowe has come up with “That’s finger likin’ good.” Yes, you can’t make this shit up. A new campaign will sport the new slogan. A KFC spokes-hack tells us that the thinking behind the switch was that instead of celebrating the brand’s food, the slogan is instead celebrating consumers’ perception of it. “That’s Finger Lickin’ Good" is the customer describing the brand. In other words, KFC isn’t claiming that its food is Finger Lickin’ Good, it’s instead quoting customers. It all sounds like a load of bollocks to me.
A word to the wise...