KFC gets 'doubliminal' for Zinger Double Down launch

KFC is launching a subliminal blitz for the new limited-run Zinger Double Down bunless burger by tapping into the obsessive psyche of people who cannot help but see the thing they love in everything, through some not-so-subtle visual trickery.

Launching with five films across online, linear TV, VOD, DOOH and social – a bunkbed, perfume bottles, a summer holiday, a watch and even the KFC logo itself become Zinger Double Downs right before viewers’ eyes.

Comprising two spicy Zinger fillets, supercharger mayo, cheese and, for the first time, a crispy hash brown, KFC reckons the Double Down is its ultimate cult product.

The films, devised by Mother, were created by mixing classic production techniques with cutting-edge technology to create work that blends live-action footage, animation and AI-generated elements into one.

It is accompanied by a hypnotic soundtrack that gives more on what makes the Double Down so special – its recipe.

The ‘seeing double’ message will not only be communicated in film – it will be amplified via OOH and guerrilla activations across everyday objects, from double yellow lines, to double doors, to double steps and Double Decker busses – all helping to build the subliminal message to KFC fans.

KFC UKI brand manager Phoebe Syms said: “Using ‘doubliminal’ messaging, we’re altering people’s perspective on the world, so that whenever they see any mundane ‘double’ objects out in the wild, they immediately think of the Zinger Double Down.”

Mother executive creative director Martin Rose added: “Each film begins with a totally different look and feel to lull the audience into a false sense of security, before unexpectedly morphing into Zinger Double Down.”