My heart sank when I read that KFC had decided to ditch (for the second time) ‘Finger Lickin’ Good’ and replaced it with ‘So Good’ – a new slogan promising a healthier focus.
I suspect that someone has written a report for the KFC Colonels about how unsanitary it is to encourage people to lick their fingers after a hearty bucket of chicken & that it would have to go.
OK, I accept that finger lickin’ might not be good especially if you’re sharing coleslaw or beans – but the notion that KFC food, often eaten with your fingers, is so tasty that you have to lick your fingers clean is true, witty & whilst you could claim other brands might claim it too – they haven’t – and, therefore, the thought has become owned by KFC.
It’s also built on an observation of human behaviour. The marketing cognoscenti will probably call it an insight – a quality that many seem to think has only recently been discovered …oblivious to the fact that people have been identifying insights for years.
The MD of KFC UK – (heavens I hadn’t noticed before how close the company initials come to an irreverent fashion brand) – rightly exclaims his excitement for the new ‘So Good’ slogan: “it’s much more than just a new slogan – it’s about becoming everything we do, including our great tasting food, the work we do with our people, and the way we operate in the local community”…. Note: nothing about ‘healthier focus here’
Bravo Mr. MD for getting behind your new slogan – but let’s be honest – ‘So Good’ is ‘So Bland’ – it just reeks of marketing people aimlessly plotting through the dictionary, a Thesaurus and ‘create a slogan’ websites in the vain hope of coming up with something interesting.
‘Finger Lickin’ Good’ has been used for 50 years – testament to the brilliance of the team who created it. It was reintroduced after a nine year gap by BBH in 2008 because: “We wanted to reintroduce a world famous line”.
I wonder if anyone really believes that ‘So Good’ will last for the next 50 years and become a world famous line – or will it end up in the great bucket of mediocre slogans?
Jon Fricker 
Jon,
I have worked in several organisations that have grown bored with their own brand messages. I think that when we have seen our own logo’s, images and strap lines over and over again this is understandable.
As a change manager, I know that we don’t always understand that familiarity makes people comfortable. Comfortable is safe. It’s what most of us really want, despite protestations to the contrary.
Will you be running a book on how quickly KFC reverts back to the old phrase?
Adam.
So, roll on
A tenner says that ‘So Good’ will have but a fraction of the staying power of Finger Lickin’ Good!