JKR

KFC have created a bit of buzz around their plan to pay for the instillation of fire hydrants and extinguishers in Indiana. These will carry images of the colonel to promote “fiery” chicken wings. Above, a mascot lookalike meets the fire chief. Obviously the spin is around good corporate citizenship, and smart media placement in a world where we are becoming blind to traditional advertising messages. Or awash with them…

A couple of observations: the media plan has probably generated far more free publicity for KFC than the modest $7,500 investment in branded hydrants itself will gain. But I wonder, against a corporate agenda of creating goodwill, if such “smart alternative” branding will not irritate as many folk as it engages – does the world need anymore visual clutter? KFC says it wants people to see it helping communities. Would it be possible to achieve this ambition without visually polluting them? Or might the brand be open to accusation that it is acting a tad disingenuously?

Below, images from Sao Paulo, which famously took the municipal decision to de-brand the city. Leaving a few ugly ex-signs, but certainly a more novel skyline. Back in 2007 the move got 70% approval from its citizens – now that’s good will.