ANN/AFP/THE STAR – It might sound like an April Fool’s gimmick, but this is no joke. Famous for its crispy fried chicken, KFC is now letting fans enjoy its taste while brushing their teeth. The fast-food giant has joined forces with HiSmile to release a fried-chicken flavored toothpaste.
It’s the kind of social media post that you have to read twice to be sure that you’ve understood it correctly. Then, you’ll probably check the date to make sure it’s not April 1.
And so, it seems that this is no joke. KFC has indeed decided to market a toothpaste in the United States that doesn’t taste like mint or strawberry, but rather like fried chicken – the kind on which its reputation is built.
The US fast-food giant has joined forces with the HiSmile brand, which specialises in oral hygiene products, to create a toothpaste based on the same recipe as the famous mixture of 11 herbs and spices used in KFC dishes.
According to the fast-food giant’s announcement, the toothpaste is not cheap, costing USD13, or slightly under EUR12. The product has been a hit, and stocks have already sold out via the online store. An electric toothbrush featuring the face of the famous colonel even accompanies this rather skillfully designed marketing tactic.
And that’s exactly what it is: a great PR stunt. It was originally an April Fool’s joke, as KFC and HiSmile jointly point out. Then, in the end, the fast-food company claims that consumers were so keen to see this bold idea come to life that it went ahead and brought its toothpaste to market.
While the concept may make you laugh (or vomit), it perfectly illustrates how food brands have infiltrated the personal care and beauty shelves. In the same way that Lidl scored a hit with its blue and yellow trainers, Dunkin’ Donuts’ donuts has inspired a range of makeup at e.l.f Cosmetics, while Dove has worked with Crumbl Cookies on a line of shower gels inspired by the smell of its sweet treats.
