This is a thought-provoking example of brand extension. The questions are written to elicit debate.
The assignment includes several questions to help students reflect upon video elements:
- Review KFC’s TV commercial for their flavored nail polish for the Hong Kong market. How well do you think it works as a persuasive message? Would this style of communication encourage younger consumers to become more engaged with the brand?
- What is the role of a brand extension (for most brands, not just KFC)?
- Do you agree with KFC’s decision to extend their brand to flavored nail polish? Why/why not?
- Do you think that they will be successful with their goal of increasing excitement around the brand in Hong Kong?
- Could this be a new product that KFC could also launch successfully in other countries?
- What other brand extension ideas do you have for KFC?
The instructor should have no problem getting students to talk about this video ad or the product, chicken flavored nail polish. It is one of KFC's many interesting marketing stunts. See more at https://www.foxnews.com/food-drink/kfcs-most-outrageous-marketing-stunts According to Skyword.com "With a goal for the stunt marketing campaign identified, you need to figure out the stunt you will use to convey your marketing message. In general, this can go as far as your business leaders are willing to subsidize, as long as the campaign fits your brand message. As Econsultancy points out, one of the best recent publicity stunts came from KFC Hong Kong, which produced a line of edible nail polish featuring the flavors of its chicken recipes. Why nail polish? Because KFC champions its chicken as “Finger-lickin’ good.” Edible nail polish was the perfect complement to this messaging."