In 2021 I lead creative team who won the Kentucky Fried Chicken pitch. The ask was to make the brand to be relevant again and to modernized it base on that their main consumer was people that was +55 years and they where not getting attraction to any new generation, also they ask us that the main iconic figure was part of the problem and as much as they where making un advertising with him no one was remembering the product that he was announcing.

The Solution was to lean more in another iconic element that they have been using for years. So how can we tell people that good is not good enough? That good it’s just OK. and show the consumers that there’s good and there’s finger liking good.

We change the iconic tag like from It’s Finger Lickin’ good to That’s Finger Lickin’ Good. Why? because It’s an old man telling you how good is his food. It’s is talking about the product only. In the other hand That’s Finger Lickin’ Good is an attitude, it is be your apologetic self, it' is the consumer enjoy the best chicken in the world.

Oh and we have to send the Colonel back to the kitchen where he belongs and have him just involved when we need to talk about the food.