KFC unveils 'astro-vertisement' to promote rebranding

by Sarah Woods, Brand Republic 14-Nov-06, 08:50

LONDON - A huge face of Kentucky Fried Chicken's founder Colonel Sanders can be seen from space in an 'astrovertisement' in the Nevada desert, to promote a global rebranding for the food giant.

KFC built the face in the desert, near Area 51, well-known for its UFO sightings, as part of a worldwide redesign of the chain's restaurants and brand logo.

As part of the new logo, Sanders will appear in a red cook's apron, rather than the iconic white suite jacket, but will keep his bow tie, glasses and goatee. KFC will also roll out a new restaurant design, advertising, packaging, point-of-sale and uniforms.

Gregg Dedrick, president of KFC's US division, said: "This change gives us a chance not only to make sure we stay relevant, but also communicates to customers the realness of Colonel Sanders and the fact that he was a chef."

The face in the desert is 8,120sq metres (87,500sq feet) and photos of the logo were taken last week by a satellite circling Earth.

KFC is not the first brand to enter the space ads race. In April, Dennis Publishing's men's monthly magazine Maxim celebrated its 100th issue by constructing a special-issue cover in the Las Vegas desert. The cover featured 'Desperate Housewives' star Eva Longoria.

In addition, Coca-Cola created a 120m logo made from 70,000 bottles in Chile.

The KFC logo is changing for only the fourth time in 50 years. The store designs will include graphics with the KFC name and signs that read "Finger Licking Good," and "11 Secret Herbs and Spices".

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