KFC Hong Kong is getting literal about its famous slogan, “It’s finger-lickin’ good!”
The BBC reports that the chain’s agency, Ogilvy and Mather Hong Kong came up with a promotional edible nail polish that tastes (or is intended to taste) like two flavours of the famous fried chicken: original and hot & spicy. The polish is not available commercially; for now, it is only being distributed to media outlets to generate attention.
Is this an effective promotion? Among the considerations the restaurant chain and its agency need to take into account:
- consumers can’t participate, it was distributed to media only
- what impact does (or doesn’t) extensive press have? Can the results of this promotion be measured?
- does it make sense to make a non-edible category temporarily edible? What is the result?
- what cultural assumptions are taken for granted by the promotion?
- who is missed in this promotion?
…and what do you make of the video released to Youtube?