LOUISVILLE, Ky., Sep 21, 2010 (BUSINESS WIRE) – Forget park benches, sky writing or on-blimp advertising. KFC is taking advertising to a whole new medium: the backsides of college sweat pants.
Via the creative on-clothing ad campaign, the chicken chain will recruit college co-eds to serve as “human billboards.” On select college campuses, female undergraduates will sport KFC Double Down branded sweat pants to encourage students to try the unique bun-less sandwich.
KFC launched the initiative this week in Louisville, Ky., where brand ambassadors sporting the one-of-a-kind Double Down clothing attracted fellow students across campus with KFC gift certificates. Female students interested in becoming ambassadors at their schools may contact KFC on the company’s Facebook page (www.facebook.com/kfc). KFC will select students at three additional campuses and outfit them with the customized sweat pants, KFC gift checks to distribute and a $500 stipend for their involvement.
“It’s hard to imagine anyone escaped the buzz of the Double Down earlier this year,” said John Cywinski, Chief Marketing and Food Innovation Officer for KFC. “But in an effort to reach consumers coast-to-coast, and especially our key target of young men, we’ve established yet another advertising first — one that’s fitting of the Double Down’s head-turning history.”