The Origins and Evolution of KFC’s Iconic Slogan
KFC’s slogan “It’s Finger Lickin’ Good” has been an iconic part of its branding for decades. The phrase, created spontaneously by a restaurant manager in the 1950s, has roots in the brand’s early days. The slogan, much like the chain itself, has seen ups and downs over the years, with a few periods of changes and interruptions, notably during the COVID-19 pandemic. KFC’s history and the evolution of this memorable phrase offer a fascinating story of brand evolution, public response, and global marketing.
The Creation of “It’s Finger Lickin’ Good”
The slogan was coined in an unexpected manner by KFC’s first franchisee, Dave Harman, in the 1950s. Harman, who was unable to speak clearly after a stroke, had his restaurant manager, Ken Harbough, fill in for him in TV ads. While filming one of these ads, Harbough began eating a plate of chicken in the background, and after a woman called in complaining about Harman licking his fingers, Harbough responded, “Well, it’s finger lickin’ good.” This spontaneous remark turned into KFC’s hallmark slogan. The phrase quickly became part of the brand’s identity, featuring the Colonel’s image and encapsulating the satisfaction of eating KFC’s crispy fried chicken.
The 2011 Shift and “So Good”
In 2011, KFC announced a shift from the familiar “It’s Finger Lickin’ Good” to a more generic “So Good.” This change was part of a broader strategy aimed at reshaping the brand’s focus on food quality and customer engagement. The move was designed to reflect KFC’s efforts to improve not just the taste of their food but also their community impact and workforce. However, many felt the new slogan was too bland, especially compared to the personality-filled “Finger Lickin’ Good.”
The Impact of COVID-19
The COVID-19 pandemic significantly influenced KFC’s marketing, especially regarding hygiene concerns. In 2020, the phrase “It’s Finger Lickin’ Good” became problematic as public health guidelines discouraged finger licking due to its potential to spread germs, particularly the coronavirus. After receiving several complaints, KFC temporarily dropped the slogan from its advertising. The brand acknowledged that, given the circumstances, the slogan felt inappropriate during a time of heightened awareness about hygiene.
Despite this temporary removal, KFC made light of the situation by censoring the phrase in advertisements and even in-store materials. KFC reassured customers that the quality of the food remained unchanged, but the iconic slogan would be paused until the time was right. The company’s decision was part of a broader effort to maintain social responsibility during the pandemic. This pause also allowed the company to explore different ways to engage with its customers, focusing on responsible marketing.
The Return of the Slogan
After a year of rethinking and adapting to the global health crisis, KFC announced the return of “It’s Finger Lickin’ Good” once the worst of the pandemic subsided. The brand recognized that the phrase, while temporarily unsuitable, was integral to its identity and consumer connection. It signified not just the quality of KFC’s chicken, but also the indulgence and satisfaction customers feel when enjoying the meal. As the world slowly returned to normalcy, KFC decided that it was once again time to embrace their signature slogan.
The Slogan in Today’s Marketing
In 2020, KFC was also experimenting with new and quirky product tie-ins, such as fried-chicken-scented Crocs. These unusual collaborations reflected the company’s broader branding efforts to engage with pop culture and maintain relevance. KFC also highlighted its commitment to social responsibility, including supporting causes like Black Lives Matter and contributing meals to teachers during the pandemic. This shift to more socially aware marketing was consistent with the decision to temporarily pause the “Finger Lickin’ Good” slogan, as it reflected a more conscientious approach to branding.
Despite its temporary retirement during the pandemic, the slogan’s longevity in the advertising world is a testament to its effectiveness. It became a symbol not only of the food’s quality but of the brand’s ability to connect with its customers emotionally. Even with all the changes and challenges, KFC was able to maintain a strong brand identity by keeping the core aspects of its messaging consistent and responsive to the current climate.
A Brief Look at the Slogan’s Cultural Impact
The slogan “It’s Finger Lickin’ Good” became so ingrained in popular culture that it was instantly recognizable. It wasn’t just about selling chicken; it was about evoking an experience—one that promised indulgence and satisfaction with every bite. The slogan became a symbol of comfort food that transcended regional boundaries, resonating with people worldwide. KFC has, over the years, maintained this identity while evolving to meet the demands of new consumer expectations and changing cultural landscapes.
KFC’s Changing Approach to Advertising
The pause in using the slogan also marks a shift in KFC’s approach to advertising. The company recognizes that marketing needs to adapt to evolving social norms. While “It’s Finger Lickin’ Good” will undoubtedly return when appropriate, the brand has shown a willingness to evolve with the times. This flexibility is essential for brands hoping to remain relevant and maintain their connection with consumers. KFC has also used its platform to address various social issues, demonstrating how a major brand can use its influence for positive change.
Summary Table
| Topic | Details |
|---|---|
| Origin of the Slogan | Created spontaneously in the 1950s by KFC restaurant manager Ken Harbough after a customer complaint about finger licking in an ad. |
| Slogan Change in 2011 | KFC shifted from “It’s Finger Lickin’ Good” to “So Good” as part of a broader strategy to improve food quality and community engagement. |
| Impact of COVID-19 | The slogan was paused in 2020 due to hygiene concerns during the pandemic. KFC adapted to the new health landscape by censoring the slogan. |
| Return of the Slogan | After a year of reflection, the slogan was reintroduced, marking the end of the pandemic’s most critical phase. |
| Cultural Significance | The slogan became an iconic part of popular culture, symbolizing indulgence and satisfaction with KFC’s products. |
| KFC’s Marketing Adaptation | KFC adapted its marketing strategies to align with social responsibility, including supporting movements like Black Lives Matter and the pandemic response. |
FAQs
1. Why did KFC drop its “It’s Finger Lickin’ Good” slogan?
KFC temporarily dropped the slogan in 2020 due to concerns over hygiene during the COVID-19 pandemic. The phrase, which encouraged finger licking, seemed inappropriate at a time when hygiene was a major health focus.
2. How long has KFC been using the “It’s Finger Lickin’ Good” slogan?
The slogan has been in use for over 64 years. It was first coined in the 1950s by a restaurant manager, and has since become synonymous with KFC.
3. Will KFC bring back the “Finger Lickin’ Good” slogan?
Yes, KFC has confirmed that the slogan will return when the time is right, acknowledging that it is an integral part of the brand’s identity.
4. How has KFC adapted its advertising strategies over the years?
KFC has adapted its advertising to reflect changing cultural norms and health concerns, such as during the COVID-19 pandemic. The company has also ventured into quirky product tie-ins and supported social causes like Black Lives Matter to remain relevant and socially responsible.