It's a no-brainer. Encouraging KFC fans to lick the chicken grease off their fingers is apparently a no-go.
In a statement issued last week, KFC announced that, in light of the coronavirus pandemic, it will be temporarily suspending the "finger-lickin' good" portion of their marketing slogan.
The brand's catch-phrase, which has been around for 64 years, "doesn't feel quite right" in a year "like no other," the statement said.
With the contagious coronavirus pandemic at play, people have been discouraged from needlessly touching their faces or putting their fingers in their mouths. Thus, "finger-licking" doesn't seem to be appropriate messaging in keeping with the times.
KFC UK and Ireland posted a fun, "cheeky" video on YouTube, showing the iconic slogan blurred out.
“We find ourselves in a unique situation—having an iconic slogan that doesn’t quite fit in the current environment," said Catherine Tan-Gillespie, global chief marketing officer at KFC. "While we are pausing the use of 'It’s Finger Lickin’ Good,' rest assured the food craved by so many people around the world isn’t changing one bit.”
Commenters on the YouTube video criticize the change, saying that you're not licking someone else's fingers; you're licking your own fingers that have been all over your chicken anyway. And while that's a fair point, we must point out we must not assume that the phrase "It’s Finger-Lickin' Good" only refers to one's own fingers. We don't know what other people do with their chicken and greasy fingers in the privacy of their own homes.
The brand promises to bring the slogan back someday when the time is right. In the meantime, KFC's chicken is still good enough to make you want to lick your fingers (even though you'd never dream of doing such a thing in 2020). 😉