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KFC’s Fortunes Rest on the Back(Side)s of Female Students

In a tacky attempt to turn around its poor financial results, KFC is paying female college students $500 to hand out coupons while wearing pants that have the words “Double Down” and Colonel Sanders’ face plastered across their bums.

The Double Down is a bunless sandwich. Moreover, the Colonel would’ve turned 120 years old this month. After all this time, you’d think he – and women – would deserve more respect.

According to USA Today (which posts the story about this promotion with a link to another story titled “KFC tries to revive founder’s prestige” embedded in it), the chicken chain saw a seven percent drop in same-store sales in the second quarter. And the company found that 60 percent of those between the ages of 18 and 25 can’t identify Colonel Sanders. So, to rebuild the reputation of the brand among this age group, the company has turned to the butts of female college students.

Terry O’Neill, president of The National Organization for Women told USA Today it’s “obnoxious to once again be using women’s bodies to sell fundamentally unhealthy products.” KFC spokespeople defend the promotion, saying it’ll get attention from young men, they’ve gotten no complaints, and other companies have done it so they will too. So there.

According to that story about reviving the Colonel’s prestige, KFC is also executing a big online push to drive awareness of its founder. It’s possible that offended women will be driven away from the brand instead.

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