It’s so obnoxious to once again be using women’s bodies to sell fundamentally unhealthy products.
— National Organization for Women President Terry O’Neill, quoted by USA Today, on KFC’s latest marketing ploy to promote its new bunless Double Down sandwich — you know, the one that replaces bread with fried chicken. KFC is paying cute college co-eds $500 to hand out coupons while wearing fitted sweatpants with the sandwich’s name emblazoned across their rear ends. The stunt comes as KFC profits are dropping — 7 percent in the last quarter — and consumers 18 to 25 are failing to recognize Col. Sanders. (KFC’s own research said six out of 10 people in that key demographic couldn’t identify the logo.) KFC marketing chief John Cywinski said the rear-end stunt is an effective way to grab the attention of young men — the “biggest fans” of the Double Down.
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