KFC is growing wings

This week we’ve been wondering about : why Hot Pink is everywhere right now, how KFC turned their fortunes around, and what a fluffy Balenciaga store says about the future of retail.

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In the age of cancel-culture, how did KFC become cool again?

You may remember a few years ago KFC ran out of chicken for weeks and a PR pandemonium ensued. The same thing happened in Japan last year, when they ran out of fries. An American journalist even referred to them as ‘an old man, who was once cool, but now lives alone’….

During this image crisis, KFC got good at turning things around with some clever marketing. From the ‘FCK bucket’ apology to launching fashion collaborations with Crocs and Human Made. They then followed this up by breaking the internet with a Pizza Hut collaboration. They continued with a ‘staycation’ Hotel pop-up in London and recently a luxury 11-course tasting menu experience in Australia. All in all, ending the year by winning Marketing Weeks’ brand of the year 2021. In times of crisis, this shows the value of creativity. Slashing budgets won’t make people fall in love with you again – design will.

Millennial Pink is out, Hot Pink is in. Here’s why…

This year Hot Pink is everywhere. While Pantone predicted Periwinkle would be the colour of choice in 2022, this new and improved Millennial Pink is stealing the show. What is driving this resurgence? Celebrities. From Dua Lipa’s hot pink catsuit to Louis Hamilton’s all-pink, oversized ensemble at the recent Miami Grand Prix. Even this years Met Gala was awash in Hot Pink earlier this month.

Google Shopping stats also show searches for hot-pink fashion and accessories has increased by more than 100%. Why is everyone so obsessed? What is it about Pink that’s so Hot right now? Well, because it’s a colour that’s brave, attention-grabbing and energetic. Colour is a universal language and this one screams ‘look at me’. Everything celebrities and brands covet in today’s world in order to stand-out.

This week we’re loving Balenciaga’s fluffy pink takeover in London

This one reminds us of the ‘it’s so fluffy’ meme from Despicable Me. Except this is no joke, it’s a serious insight into the future of retail. To launch their new La Cagole ‘IT’ bag –Balenciaga removed all of its accessories and ready-to-wear collections, installing temporary metal fixtures clad in bright pink faux fur to embody the spirit of this new maximalist collection.

Single-product stores are not new, but they are usually only concept stores situated in temporary locations. What Balenciaga has done it taken over their entire permanent flagship to hero one product. What’s clever about this is its a sure fire way to drive engagement to stores and social engagement from the store. (Not to mention the fact its clad in #trending Hot Pink). In an omni-channel world, the stores are liberated to do this. The only question is, are you brave enough to remove everything but one product from your store?

Want to talk Brand Transformation? Email Sam at sam@checklandkindleysides.com.

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