LOUISVILLE, Kentucky: The Pol Pot of the poultry world, 'Colonel' Harland Sanders, founder and deceased front man of the KFC fast food chain, has had a face lift.
The archetypal (if fake) Southern gentleman, 'Colonel' Sanders dons cook's garb for his brand makeover while retaining his black bow tie, glasses and goatee beard. The logo change is only the fourth in fifty years.
Says Gregg Dedrick, president of KFC's North American division: "This change gives us a chance not only to make sure we stay relevant but also communicates to customers the realness of 'Colonel Sanders' and the fact that he was a chef."
Store makeovers will incorporate the new logo and signage reading "Finger Lickin' Good" and "11 Secret Herbs and Spices" - the latter a reference to the 'Colonel's' purported secret recipe. US television ads with the new branding are slated for January.
KFC is owned by Yum Brands, a Louisville-headquartered holding company whose assets also include the Taco Bell and Pizza Hut chains.
Historically-minded marketers may be interested to know (courtesy of Wikipedia) that Sanders received the honorary title 'Kentucky Colonel' from the blue grass state's governor Ruby Laffoon in 1935.
Unlike most recipients of the title, Sanders chose to call himself 'Colonel' and to dress in a stereotypical 'southern gentleman' costume as a way of self-promotion.
Data sourced from Wall Street Journal Online; additional content by WARC staff
