You can dress your nails in every shade you can imagine and, pretty soon, in a couple of flavours too. KFC’s edible nail polishes are becoming viral in Hong Kong and are finger-likin’ good, for real.
In Hong Kong, KFC is on everyone’s… nails. The famous American fast food chain has just launched edible nail polishes as part of a memorable marketing campaign.
Kentucky Fried Chicken, also known as KFC, is the promoter of this unusual take on nail colours. KFC edible nail polishes aren’t just the tools to accomplish a marketing goal; they’re the real stars of the promotional event. Latest innovation or mere nonsense?
KFC Finger-Likin’ Good nail polishes: a tasty marketing campaign
If you think of KFC, an old man with a white moustache and a Texan-style white tuxedo will come to your mind. An avalanche of crispy, succulent fried chicken follows, but in Hong Kong, things are different. Kentucky Fried Chicken has been working on a creative campaign with marketing specialists Ogilvy & Mather to make its relationship with the local clientele, especially the younger generation, spicier.
The campaign takes KFC’s motto “It’s Finger Lickin ‘Good” literally word by word. Among the 11 secret recipes crafted by McCormick, the marketing agency and KFC picked two flavours for the development of their 100% edible nail lacquers. They are so realistic you’ll wish to lick your fingers all day, everywhere.
KFC and Ogilvy selected two real specialities from the brand’s menu: Original Recipe, the classic recipe, and Hot & Spicy, its spicy version. “Prepared” with natural and non-toxic ingredients, they work just like traditional nail polishes. Just apply, leave them dry, and they’re ready to be shown off and truly enjoyed!
KFC Original and Hot & Spicy edible nail polishes: shades and packaging
Original Recipe is a nude nail polish, a light cream shade with micro glitters; Hot & Spicy is a vibrant, shimmery orange. Both have a liquid consistency and a sheer finish, looking like a special effect top coat with a spice mix floating. The glitter suspended in the formula recalls the crispy coating enriched with the secret aromas of KFC’s beloved classics.
The package is squared and minimal, the printed font is urban and modern. It’s an overall successful design for a nail polish bottle that couldn’t steal the scene from the product itself. It would have been quite impossible to do so!
Ogilvy on the KFC marketing campaign
John Koay, Creative Director at Ogilvy & Mather, reassured the public: “The recipe for our edible nail polish is unique and was specifically designed to hold the flavor, but to also dry with a glossy coat similar to normal nail polish.”
“The campaign – he continues – is designed to be intriguing and fun to increase excitement around the KFC brand in Hong Kong”.
Anna Mugglestone, the marketing and communication director at Ogilvy & Mather, states this promotion is a way “to remind the younger generation of the great taste and good times the brand stands for”; she has also admitted to having enjoyed her manicure at work! Will the fast food chain and the marketing agency succeed?
KFC and Ogilvy have grabbed the attention of media, youngsters and bloggers around the globe, and this is also thanks to a catchy music video. A guy and a girl, ideally representing Original and Hot & Spicy, “fight” with beatbox and hand break dance, enticing you to lick your fingers and nails!
This campaign is especially driven toward the younger audience, as KFC used social media to ask a crucial question. On a Facebook post, the company asked to choose a favourite flavour between Original Recipe and Hot & Spicy. As a social poll, the one getting the most votes will be put in mass-scale production to hit the shelves later in the year.
The Asian market shows itself to be a real innovator and winner in the cosmetic industry. Thanks to its never-ending originality and dynamism. It’s proving it again, but out of crispy, fatty fried chicken wings.
Valentina Chirico aka Valens
Image credits: Ogilvy & Mather official pictures KFC official Facebook page
