KFC keeps a secret -- too well
ADVERTISING | Can consumers find the hidden image in new ads?
We guess the playing field must be changing. How else to explain why KFC is launching a new ad campaign from DraftFCB/Chicago next week intended to "challenge" consumers.
Back in the day, ads were typically designed to engage and entice consumers with a winning brand message or sales proposition. But now, at least as far as KFC is concerned, advertising has become more of a game of challenging consumers.
In this instance, consumers are being challenged to find a secret image in both the point-of-purchase in-store advertising for the KFC Snacker and in a new commercial that has three teenagers discussing the value of a dollar and the KFC Snacker's 99-cent price tag.
We watched the new spot a few times and were indeed challenged when it came to spotting a secret image. And we were trying hard because there wasn't a lot in the teens' chat to distract us from our secret image search. We did see something that appeared to be a green blob at the end of the spot, but who knows whether or not that constitutes a secret image.
We doubt this will be the last time KFC challenges us with secret images in its advertising. The fast-food chicken chain seems to be especially proud that in 2006 it pioneered the first-ever documented hidden message in a national television commercial.
