We are all for brands pairing up for experimentation and collaborations, but this one has got our eyebrows in a bunch.
KFC and Crocs have partnered up to unveil a new limited edition clog that is covered in a fried chicken print with a striped base. Each pair of co-branded footwear comes with two charms/accessories at the top, made to resemble and “smell” like fried chicken, the duo said on the Crocs website. Yes, you read that right. Smell.
In a video for the new bucket clogs, these charms/accessories are seen getting lifted off the fryer and being served “hot” on to the shoe. To ensure customers are aware these are not edible, the spot ends saying, “not for human consumption”.
According to Andrea Zahumensky, KFC US CMO, these bucket clogs are “what fried chicken footwear dreams are made of”. Meanwhile, Terence Reilly, Crocs SVP and CMO said Crocs aims to continue creating new and unexpected brand collaborations.
Venturing into the apparel line, specifically when its footwear related, is not the first for KFC. In Singapore, KFC dropped its own limited edition sneakers with hand-drawn design prints. The sneakers featured signature KFC icons and brand colours of red, white and black – clearly urging consumers to bite into its latest grilled chicken.
Meanwhile, playing up its iconic fried chicken smell factor is also not new to KFC. The brand has previously launched KFC gravy-scented candles in the UK and the limited-edition candles were sold on a first-come first-serve basis. In 2016, it also released a fried chicken-scented candle in New Zealand and called for a Facebook competition handing out these limited-edition candles. In 2017, KFC Japan also unveiled a fried chicken-scented bath bomb for people to bathe in the scent of its 11 herbs and spices.
While in both footwear and candle related creations, the product seemed somewhat digestible (yes, pun intended), we just aren’t sure how we’d like them combined where our feet are left smelling like fried chicken. Any thoughts on this one?