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KFC’s super sandwich breaks through media clutter with backlash April 22, 2010

Posted by rmshepard in Uncategorized.
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KFC’s new Double Down sandwich has shocked consumers everywhere. The invention contains two pieces of cheese and two slices of bacon sandwiched between two pieces of grilled or fried chicken. It contains 540 calories, 32 grams of fat and around 1,380 milligrams of sodium. Although KFC is turning heads, the artery-clogging item is leaving many wondering why the company would want to attract so much criticism.

KFC’s reliance on cheap marketing stunts has finally backfired, Ad Age reports. It has tried renaming itself, moving the secret recipe, and taking the Colonel to the UN. Consequently, the chain has been hurt by a lack of consistent branding which has led to its market shares dropping from 36% to 30% from 2005 to 2009.

To see the Double Down commercial yourself, watch the following video:

Discussion Questions:

1.  What benefits do marketing stunts like the Double Down sandwich offer major companies?

2. What are the risks involved with such marketing stunts like those mentioned above?

3. What other companies have been guilty of drumming up business with cheesy stunts?

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