KFC’s Famous Slogan No Longer Has ‘Finger Lickin’ In It

A timely marketing move by the fast-food chain.

Mark

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Photo By KFC

You read that right: one of the biggest taglines the world has ever known- ‘It’s Finger Lickin’ Good’- no longer exists.

For now.

In response to the global COVID-19 pandemic, KFC is temporarily dropping the ‘Finger Lickin’ portion in their famous slogan. This 64-year-old trademark phrase will cease to exist for the moment as the company continues to monitor the situation worldwide.

Following up on this, KFC launched an international campaign displaying assorted images of the iconic fried chicken bucket, along with a Youtube video, with the ‘finger lickin’ portion of the tagline censored. They then conclude it with the campaign’s headline- “That thing we always say? Ignore it. For now.”

Even in physical placements across its restaurants, the company has put up various disclaimers that warn customers to ‘lick fingers at own risk’.

The Tagline Was Deemed As Inappropriate In Current Coronavirus Pandemic

Photo by KFC

Since the pandemic escalated in February this year, the fast-food chain has received thousands of complaints from the general public regarding its advertisements, which featured people, well, licking their fingers. Many of its customers deemed this as extremely inappropriate and irresponsible as the act itself encouraged the spread of the coronavirus.

This elicited a response by KFC to swiftly remove all of the ads of such nature and to kick off a global campaign discouraging the famous tagline.

Additionally, KFC mentioned that the slogan had a chance of making a comeback “in the future”, but that it would alter its messaging for now.

“We find ourselves in a unique situation — having an iconic slogan that doesn’t quite fit in the current environment,” said Catherine Tan-Gillespie, KFC’s global CMO. “While we are pausing the use of ‘It’s Finger Lickin’ Good’, rest assured that the quality of the food craved by so many…

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Mark

Marketing Creative for Men's Grooming | Freelance Writer | Professional Snacker. Follow me as I read about interesting stuff and talk about them.