KFC ad attracts young with high-pitched ton

It's a 30-second TV spot with a busy mom and a babysitter.

They're hocking a bucket of boneless fried chicken.

But there is a secret ingredient imbedded somewhere in the ad - a high-frequency tone supposedly only teens and young adults can hear.

We went to S.M.U.'s Temerlin Advertising institute for reaction.

About two thirds of an advertising class - mixed among sophomore, juniors and seniors - claimed to hear the high-pitched whine under the music at the point when the nuggets fall out of the box.

The ad agency claims the high-pitched mosquito tone is out of the range of most adult ears and within range of key customers - teenagers.

I'm 43 - not exactly the target audience.

I had to play the thing three times before I thought I could hear something.

And whether I buy a bucket or not, the commercial has been pretty effective, branding me with the KFC message.

These ad students, however, had a mixed response.

"Real advertising that is effective is based on clear strategy that's appropriate to the product, appropriate to the audience, and I think that although this might generate some buzz, it won't generate a growth in sales for KFC," said SMU junior, Mary Beth Terrell.

"I think this'll be a good campaign for them just because they'll raise awareness and anytime you have a competition is draws people," said SMU senior, Collin Ford.

Author Jeff Brady
Publication WFAA
Date 12 April 2007
Link www.wfaa.com