Article: "KFC Doubles Down and Wins Target Market's Attention," Marketing News, May 1, 2010,
http://www.marketingpower.com/ResourceLibrary/Documents/newsletters/mne/2010/5/mne_kfouc_5_6_10.pdf
KFC sent an email to its 3million registered users about its new Double Down sandwich with bacon, cheese, and two fried and breaded chicken breast. The buzz created demand for the product even before it was in the stores. Although KFC awareness rose during the campaign not all of the publicity was positive. This article can be discussed with Lamb, Hair and McDaniel's Marketing 11e, pages 566-576 and page 271 in MKTG4.
1. KFC said that they had so much buzz from the Double Down that they probably wasted money on the press release. Isn't a press release always important for new products?
2. Do you think that the Double Down is socially responible? Why or why not?
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