Monday, April 26, 2010

Trying to Be All Things...

The KFC Double Down... targeting young men...

The KFC Double Down has been in test for a year, and chain wide availability for a few weeks. The sandwich which replaces the bread with 2 chicken breasts was designed to appeal to a young male demo that the franchise was losing.

The issue is that KC has been attempting to reposition itself as a healthier alternative, using KFC Grilled as its monicker.

Result of the intro/exposure of doubledown - according to NRN - confusion in consumer's minds... And a position of weakness for the healthier rebranding.

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