#TBT: KFC’s Noisy Chicken Sounds Like Drums & Balloons

Almost seven decades ago, Colonel Sanders was in his kitchen carefully preparing a bucket of delicious tenders. Working tirelessly on his dish, the colonel triggered a crispy sound when he tasted his food, a sound with an echo that has traveled to the present day. As crispy as ever, KFC‘s crispy chicken is the brand’s main feature, highlighted by Geometry Argentina in… a loud way.

During this week’s #ThrowBrandThursday column, we are making some noise with the fast-food’s “Noisy Chicken” campaign that sends viewers into a multisensory journey. A couple of images portraying mouths taking a bite from a KFC chicken are the “interactive” tickets, which simply enable the audience to imagine the sound that emerges when eating a KFC meal.

Supported by two spots, Drums (Bateria) and Balloons (Globos), the campaign presents the brand’s product ready to be devoured by two people, whose teeth are actually human hands. The chicken drumsticks engage the public in a different yet pretty familiar KFC experience, allowing them to enjoy the crispiness of the product through visual means.

“Having been in the Argentinian market for only a few years, we are always looking for new ways to highlight the difference of our product. With this campaign, we set a very ambitious challenge — to speak from the intrinsic nature of the product without focusing on flavor. Instead, the focus was on another very distinctive and KFC key sensory characteristic — the crispiness of the chicken. Geometry managed to convey this in a new and clear way. They have worked with the brand from the beginning, always achieving outstanding results no matter how difficult the goal,” commented Fernanda Pieruzzini, KFC Marketing Director.

KFC’s campaign is similar to the Coca-Cola challenging initiative, which pushed the public to “try not to hear” its ads. Attaching images with the uncapping of a Coke bottle, the opening of a can, and the fizzing of the soda, viewers inevitably hear the image they are looking at.

The “Noisy Chicken” initiative follows the brand’s “F for Family” campaign, also made in collaboration with Geometry Argentina, championing delivery workers who continued working while the others were in quarantine at home.