Title | THE OTHER SANDERS |
Brand | QSR STORES SDN BHD |
Product / Service | KFC |
Category | G03. Logo Design |
Entrant | REPRISE Petaling Jaya, MALAYSIA |
Idea Creation | REPRISE Petaling Jaya, MALAYSIA |
Media Placement | UM MALAYSIA Petaling Jaya, MALAYSIA |
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 |
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.
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.
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.