KFC was losing its way—until they brought back the Colonel. Here’s how humour and nostalgia helped them win back customers.
What do you do when your brand loses its connection with customers?
In the early 2010s, KFC found itself facing declining sales and a fading identity. But instead of reinventing the brand, they looked back to their roots—and brought Colonel Sanders front and centre.
Here’s how they turned it around.
KFC revived Colonel Sanders, not as a serious icon, but with a fun, tongue-in-cheek twist. Using humour and nostalgia, they cast different actors as the Colonel in playful commercials that poked fun at the brand’s past while celebrating its heritage. The message was clear: KFC hadn’t forgotten what made it great—authentic recipes and good old-fashioned quality.
This approach helped KFC rebuild trust by reminding customers of its legacy, all while adding a modern, lighthearted spin. The Colonel’s return wasn’t just about tradition—it was about re-establishing KFC as a brand people could connect with emotionally, bringing in a new generation of fans while reigniting loyalty among longtime customers.
The lesson?
Sometimes the best way to move forward is to go back to what made your brand great in the first place. Reconnecting with your roots, and emphasising authenticity, can rebuild trust and emotional bonds with your audience.
Is It Time to Reconnect with Your Brand’s Roots?
Think about this:
Could reconnecting with your brand’s original story or founder help rebuild customer loyalty?
How can you use humour or nostalgia to make your brand more relatable and authentic?
What elements of your brand’s heritage could you highlight to reconnect with customers emotionally?
Comments