THE OTHER SANDERS

Short List
TitleTHE OTHER SANDERS
ClientQSR STORES SDN BHD
Product / ServiceKFC
CategoryG03. Logo Design
EntrantREPRISE Petaling Jaya, MALAYSIA
Idea Creation REPRISE Petaling Jaya, MALAYSIA
Media Placement UM MALAYSIA Petaling Jaya, MALAYSIA

The Campaign

Through a simple logo change, we revealed the inspiring true story of Claudia Sanders, wife of Colonel Sanders – the '12th Secret Ingredient' in KFC's success. Its timely revelation on International Women's Day allowed us to celebrate the many Claudias among us – our staff; our customers; our stronger, better halves.

Creative Execution

On March 8th, International Women’s Day, we replaced the Colonel's logo with someone the world knew little about. His wife – Claudia Sanders. The design approach was to emulate the style of the original Colonel logo. We then celebrated her pivotal role in the success of KFC through our social and digital assets including Instagram Stories, Facebook postings, and microsite. It was a simple logo takeover but the whole world noticed.

Indication of how successful the outcome was in the market

KFC spent just $1,000 to push out the Claudia Sanders digital campaign but the response went beyond local shores. - $1.3 billion impressions. - Featured on Elite Daily, USA Today, Fox News, Fortune, Business Insider, Design Taxi, Marketing Week, among others. Not forgetting, The Tonight Show with Jimmy Fallon and The Ellen DeGeneres Show. - Reshared by other KFC markets including Thailand, Panama and Costa Rica. - Earned media value of more than $2 million. Sometimes the best way to change the world is to simply share a secret.

Credits

Name Company Position
Kevin Le Reprise Executive Creative Director
MUN IPG Mediabrands Executive Creative Director
Amir Faiz Reprise Social Creative Director
Stanley Clement Reprise Managing Director
Kevin Le Reprise Executive Creative Director
Zahir Mazlan Reprise Senior Copywriter
MUN IPG Mediabrands Executive Creative Director
Amir Faiz Reprise Creative Director
Izham Sofi Reprise Junior Art Director
Shannon Chan Reprise Illustrator
Hajar Yusof Reprise Senior Social Media Manager
Charmaine Boo Reprise Senior Social Media Executive
Angelina Villanueva KFC Malaysia Chief Marketing Officer
Rina Low Universal McCann Vice President
Phoenix Tang Universal McCann Media Manager
Nicole Choo Universal McCann Senior Media Planner
Alexis Hong Universal McCann Media Planner
Crystal Nai Universal McCann Media Buyer
Vicky Kok Universal McCann Senior Media Implementer
Lim Nian Shan Universal McCann Media Buying Manager
Links
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