Double Down (or Double Over?)
Advertising for the Double Down
So KFC is coming out (April 12) with a new “sandwich” called The Double Down™ — bacon and cheese betwixt two pieces of fried chicken (or grilled if you want to save 80 calories). The advertising suggests its incredulity with this headline: “It’s real.” Something about that seems a little patronizing.
The grilled Double Down contains 460 calories, 23 grams of fat and 1,430 milligrams of sodium, according to KFC.com. Original recipe Double Down has 540 calories, 32 g of fat and 1,380 mg of sodium. The U.S. daily recommended intake is 2,000 calories, 65 g of fat and 2,300 mg of sodium for comparison.
My question is: are we buying it? If KFC was your client, how would you market such a thing? Would you go the Hardee’s route (ThickBurger™), with Paris Hilton washing a car while eating it? And while we’re on that, can you imagine what the focus groups must have been like?
Hmmmm. It’s going to be interesting to see what they do. Stay tuned… and weigh in (pun intended).
