KFC Pays College Women To Wear 'Double Down' Pants

Six months after the debut of KFC's Double Down marketers are focusing less on the sodium-laced sandwich's culinary assets and more on those of its consumers.

In an attempt to reach out to the 18-to 25-year-old demographic, KFC is offering female college students at Spalding University $500 to wear sweatpants with "double down" emblazoned across the rear, USA Today reports.

According to the fried chicken giant's Chief Marketing and Food Innovation Officer John Cywinski, the ad is "fitting of the Double Down's head turning history," and is "an effort to reach consumers coast-to-coast, and especially our key target of young men."

The National Organization for Women is not having this explanation. As its president Terry O'Neill told USA Today, "It's so obnoxious to once again be using women's bodies to sell fundamentally unhealthy products," adding that KFC should really be focusing on marketing to women, who make more than half the decisions regarding food for dinner.

Although Spalding, a Catholic institution in Louisville, is currently the only participating school, KFC hopes to run the campaign across at least three more campuses.

Would you be an ambassador for KFC? How do you feel about this campaign, and about advertising on campus in general? Weigh in below.

Comments

[000Jade000]

06:31 PM on 10/01/2010

Stupid, stupid girls.

[drbslurp]

11:29 PM on 10/04/2010

Makin $500 for wearing something where young men already look? Pretty smart

[adam1mc]

10:36 AM on 09/29/2010

Where are all the pics? We definitely need pics!

[parlimentMike]

12:36 PM on 09/28/2010

It is highly manly to die of one's eating habits.

[Vernon Brown]

01:16 AM on 09/28/2010

just when you thought it couldn't get classier

[kapalabhati]

01:28 PM on 09/27/2010

"Coeds?" W T F is this 1962?
Oh, and this is WAAAAAAAAAAAAAY worse than Katy Perry's bo obs on Sesame Street.

[SpikeC]

06:23 PM on 09/26/2010

OMG!!!!!!!! This is happening at a CATHOLIC SCHOOL!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

[Harrier]

01:47 PM on 09/26/2010

KFC needs to try another policy in trying to also give a choice for organic baked chicken and veggies and have a healthier gravy. It seems to me as America ages, the year of malnutrition catch up faster as the metabolism slows. I have been gravitating to healthier restaurants like Baha fresh for years. I haven't had McDonalds or Jack in the box type food for longer than I remember. All my friends who love the meat pumped with hormones, corn and antibiotics and force fed, are obese if they are over 40. Unless you're an athlete with plenty of muscle, a man should not weigh more than twice his height in inches. Anything over that by 20# is obese.

[drbslurp]

10:34 PM on 09/27/2010

-KFC needs to try another policy in trying to also give a choice for organic baked chicken and veggies and have a healthier gravy. -

No they don't - they do quite well - you don't go to KFC for organic baked and veggies.

[Gary Lebovics]

02:39 PM on 10/29/2010

I would love for KFC to do organic, but they don't NEED to try anything. Policy should mandate it. But it won't happen anytime soon.
As for the double the inches plus 20 pounds - where did you come up with that malarkey? So, you are saying at my height of 5ft7, I should way no more than 134 pounds? And if I am 154 pounds I am obese? Doesn't quite fit in with BMI use, does it. Obese at 5ft7 is 189 pounds or above. Overweight is 157 pounds or above. Get all your facts straight before posting.

[organicconnect]

12:49 AM on 09/26/2010

It would be interesting to track the results of this campaign on college students. See how many actually become customers. Then see what happens to their healthcare costs as they get older. http://organicconnectmag.com/wp/2009/10/healthcare-the-high-cost-of-the-american-diet/

[Harrier]

02:33 PM on 09/26/2010

I guess the real issue is what is processed food and where you draw the line. Meat has been pumped with hormones, antibiotics and been fed genetically engineered corn. In the case of chicken, you see genetically engineered chicken that cannot even stand because their bones cannot support their weight. They are forced to eat their own feces, antibiotics, and genetically engineered corn. In todays US market, there is nothing natural about the meat we eat. It is being processed while it's alive. So afraid are the sellers is they refuse to allow their processes filmed.

[Bruce Friedrich]

10:07 PM on 09/25/2010

Find out why Al Sharpton, Paul McCartney, Alec Baldwin, Cornel West, Dick Gregory, and many others are boycotting KFC:

www.KentuckyFriedCruelty.com

If the link doesn't work, just plug it into your browser.

Another good one:

www.KFCMadeMeSick.com

[Bruce Friedrich]

10:09 PM on 09/25/2010

No clue why the links don't work when you click on them, but if you cut and paste them into your Web browser, they work. The first link has some very powerful videos...

[organicconnect]

12:51 AM on 09/26/2010

You have to paste in the full url including "http://" See mine above.

[kapalabhati]

01:29 PM on 09/27/2010

How about because it's gross?

[henrypapillon]

08:22 PM on 09/25/2010

N.O.W.  , would it be less obnoxious if they paid young women to advertise healthy products on their rumps?

[SpikeC]

06:24 PM on 09/26/2010

Don't get it, eh?

[henrypapillon]

08:04 PM on 09/26/2010

How trite! I guess YOU don't get it. Read the article and the comment made by the N.O.W. spokeswoman and then read my comment.

[TrickyDOTcom]

04:59 PM on 09/24/2010

Next all those kids died instantly of heart attacks...those sandwiches are the worst things to eat. Seriously they should advertise, "Kill me now please"

[themightylemur]

08:50 AM on 09/24/2010

pics or it didn't happen

[hagagaga]

05:01 PM on 09/23/2010

Why not have an image of the sandwich on a shirt in the center of the chest? It goes straight to the heart.

[lkgilles]

01:40 PM on 09/23/2010

What? No picture of the girl? Come on!

This is a brilliant idea I must say ... I really want to try that sandwich now :-)

[henrypapillon]

08:23 PM on 09/25/2010

I saw three girls wih those pants on in the picture. What were you looking at?

[txdem1968]

11:03 AM on 09/26/2010

a giant sandwich pic

[BethCarter320]

01:27 PM on 09/23/2010

I think this is obnoxious. They are using girls' behinds to hit their main demographic: young guys. I hardly think they are going to allow a "larger" girl to partake in this campaign for fear of linking this unhealthy sandwich to it. I just hope this campaign fails. Beth from www.oppapers.com

[GraceNotes]

03:48 PM on 09/23/2010

I doubt any overweight college girl would volunteer to be made a laughingstock. I know I never would have done this, I don't care how much money they are offering.

[Vernon Brown]

01:19 AM on 09/28/2010

Not just the young guys, honey