Six months after the debut of KFC's Double Down marketers are focusing less on the sodium-laced sandwich's culinary assets and more on those of its consumers.
In an attempt to reach out to the 18-to 25-year-old demographic, KFC is offering female college students at Spalding University $500 to wear sweatpants with "double down" emblazoned across the rear, USA Today reports.
According to the fried chicken giant's Chief Marketing and Food Innovation Officer John Cywinski, the ad is "fitting of the Double Down's head turning history," and is "an effort to reach consumers coast-to-coast, and especially our key target of young men."
The National Organization for Women is not having this explanation. As its president Terry O'Neill told USA Today, "It's so obnoxious to once again be using women's bodies to sell fundamentally unhealthy products," adding that KFC should really be focusing on marketing to women, who make more than half the decisions regarding food for dinner.
Although Spalding, a Catholic institution in Louisville, is currently the only participating school, KFC hopes to run the campaign across at least three more campuses.
Would you be an ambassador for KFC? How do you feel about this campaign, and about advertising on campus in general? Weigh in below.
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