KFC turned its chicken bucket into a hat

The latest brand spin-off is designed by a St. Petersburg streetwear brand

Published On
Jul 10, 2019

Editor's Pick

Over the past few years we've seen just about every spin-off product accessory you can think of associated with KFC—from nail polish to scented candles.

The latest way to show your love for the Colonel comes from Russia, where as part of a rebrand for KFC, agency Wieden & Kennedy Amsterdam has turned the fast feeder's iconic chicken container into a "bucket hat."

The limited-edition accessory is designed by St.Petersburg-based streetwear brand Mam Cupy and is available for 24 Euros from the Mam Cupy website. It's being supported with a campaign shot by photographer and filmmaker Arthur Couvat, who has previously worked with Nowness, Vice and Vans skateboarding. 

KFC says that the "bucket hat" beloved of '90s rave culture is having something of a comeback, so the idea is quite timely. in a surprising piece of product placement, the hat makes an appearance in a music video by RSAC for their song "NBA." According to W&K spokesperson, the new song features a reference to "'wings," and as the band have long been KFC fans, their new music video was the "perfect opportunity to covertly debut the hat." 

Now, we just have to shake that thought of greasy fried chicken in our hair ...

 

Credits

Date
Jul 10, 2019
Client:
KFC (Russia)
Agency:
Wieden & Kennedy-Amsterdam
Chief Marketing Officer:
Dmitriy Shirshov
Marketing Director:
Daniel Rubinovski
Creative Head:
Tatyana Proshunina
Product Manager:
Evgeniya Markova
Digital Activations Manager:
Anna Roganova
Executive Creative Director:
Eric Quennoy
Executive Creative Director:
Mark Bernath
Creative Director:
Cal Al-Jorani
Creative Director:
Thierry Albert
Art Director:
Mariano Garcia Cruz
Copywriter:
Dasha Ovechkina
Head of Broadcast Production:
Joe Togneri
Broadcast Producer:
Magda Czyz
Print Producer:
Stacey Prudden
Producer:
Pavel Ananich
Director/Photographer:
Arthur Couvat
Group Account Director:
David Newsome
Account Director:
Aimee Betancourt
Account Manager:
Mariia Shatikhina
Head of Planning:
Martin Weigel
Strategic Director:
Thom Dinsdale
Head of Comms & Digital Strategy:
Danielle Pak
Comms Planning Director:
Wes Young
Project Manager:
Katie Finn
Business Affairs:
Fiona Fan

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