KFC: Hockey Smile.
Instead of telling people “KFC supports hockey,” we changed the face of the brand. The Colonel was given a season-long “hockey smile” with his two front teeth taped out, transforming one of the world’s most recognizable icons into something unmistakably hockey. We rolled out the hockey smile across every major touchpoint, from billboards to packaging to the rink. One small visual change communicated a deep understanding of hockey culture and signalled that KFC was not just around the game, but in it.
culture-first campaign that proves how a simple tweak can say everything about a brand’s commitment to the game.
