Aug 16, 2017
As part of an ongoing series of conversations with 2017 Effie-winning marketers, Alan Hart talks with George Felix, director of brand communications at KFC. In this podcast, they discuss KFC’s “The Return of Colonel Sanders” campaign.
Felix describes the North Star of the campaign as a return to what the brand stood for when it was great: Finger lickin’ good chicken, red-and-white buckets and the Colonel himself — whether it’s the Extra Crispy Colonel or the Colonel intent on launching chicken sandwiches into space.
Interestingly, this isn’t the first time Felix has played a part in the renaissance of a brand. He discusses his work on the Old Spice “Smell Like a Man” campaign and how what he learned there about decision making played a defining role in his career: “You need to have conviction. You need to trust your instincts — trust your gut. There’s not always a silver bullet or a number that’s going to answer your question.”