Global fast-food giant KFC took an extremely thoughtful and apparently needful measure to adapt to the changes in time – the brand is removing the iconic ‘Finger-Lickin’ good’ slogan from its advertisement copy.
With scores of public advise drumming to wash hands for 20 seconds before touching the face, as a preliminary measure to stop the spread of the virus, the finger-licking slogan does seem a bit awkward, apparently, KFC’s step seems like.
“We find ourselves in a unique situation – having an iconic slogan that doesn’t quite fit in the current environment,” KFC told. While we are pausing the use of It’s Finger-Lickin’ Good, rest assured the food craved by so many people around the world isn’t changing one bit.” said Catherine Tan-Gillespie, global chief marketing officer at KFC..”
As of now, the phrase has been altered from its packaging materials and some advertisement copy like billboards and KFC has said, when the right time comes, the phrase will be back again.
KFC, known for its quirky marketing strategies and often punny advertisement copy took to YouTube to announce the change. “That thing we always say? Ignore it. For now,” KFC says in a video, showing the ‘Finger-Lickin’ good’ phase pixilated in its buckets and billboards.
According to the report, KFC’s finger-licking advertisement received a few dozen complaints from people in March, which featured someone licking fingers. Complainers argued, the advertisement was ‘irresponsible’ and could invite health hazards. It was removed by the company.
But many people on social media pointed out licking your own finger may not be a health hazard. “You’re licking your own fingers. Not someone else’s,” a commenter wrote on YouTube. “I always thought the phrase referred to one’s own fingers. Not someone else’s…,” another person commented.
The closure of 6k KFC outlets around the world as a result of the pandemic had its effect on the company’s revenue from April through June, New York Post reported.
However, the majority of the store locations were thrown open by the end of the quarter allowing the downward graph to revive gradually, as per the company.