When we began working on KFC we knew there was really only one thing we could do - bring Colonel Sanders back to life. Then, because that worked out so well, we decided to bring him back to life again and again and again. So far, he’s come back from the dead a dozen times through the use of a rotating cast of Celebrity Colonels.
Sales are way up, we received two “Campaign Of The Year” honors, and I’ve gotten to hang out with a bunch of funny people dressed as the Colonel. No downside here.
Bringing the Colonel back to life was part of the overall “Re-Colonization” of the brand. To jumpstart the process of getting KFC back to it’s Colonel roots, we created an in-depth brand book that laid out exactly what the Colonel would want to see in a future relaunch of his beloved chicken chain. The bells and whistles don’t translate to PDF form, but it was a ton of fun to make. CLICK TO VIEW.