Saturday, May 9, 2009
A finger-licking good new product introduction
Say what you will about Oprah Winfrey, but she has become as important as any single media touchpoint today in a new product launch. This week KFC (formerly known as Kentucky Fried Chicken) leveraged the strength of this talk show powerhouse to introduce America to their new grilled chicken offering, in the hopes of gaining quick awareness among a healthier food conscious public. Ten million coupons for a "free meal" of their new grilled chicken dinner were downloaded online at Oprah.com within 24 hours of being announced on Oprah this week, and crowds formed everywhere. Not expecting the offer takers to all redeem the coupons so quickly, KFC's Yum! brand CEO David Novak announced a plan to stagger redemption nationwide "so that everyone can enjoy the kind of experience KFC customers deserve from their local KFC franchise partner." Bravo, David...and thanks for keeping franchise awareness top of mind.