Moscow, Russia, July 8, 2019- As part of a wider rebrand in Russia, Kentucky Fried Chicken® has launched a limited-edition bucket hat. Turning fashion (and the KFC logo) upside down, the statement piece doubles up as a streetwear accessory and, if you fancy it, a chicken holding bucket.
KFC CONTINUES RUSSIAN REBRAND WITH ONE-OF-A-KIND BUCKET HAT LAUNCH
Colonel Sanders started serving his chicken in buckets in 1957, and since has conquered many chicken-lovers’ hearts and stomachs. To celebrate the rebrand in Russia and to support the new closer-to-original packaging style, KFC Russia partnered with St.Petersburg-based streetwear brand Mam Cupy to design a one-of-a-kind finger lickin’ stylish bucket hat, which looks just like a KFC bucket but turned upside down.
Originally an 80s trend piece, the bucket hat made a comeback in the 90s and having made the product life cycle once more, it has revived as this years essential streetwear summer accessory. The design repeats the look of the KFC iconic bucket, with its red and white stripes, complemented with KFC and Mam Cupy logos.
Photographer and filmmaker Arthur Couvat, who has previously worked with Nowness, Vice, Vans skateboarding - shot the campaign which includes a series of imagery shot on 35mm film and a short film shot on 16mm. The bucket hat has already become the hero of Russian band RSAC’s new music video for their song “NBA”, and is fast becoming a popular must-have amongst the Russian fashion crowd.
W+K Amsterdam Copywriter, Dasha Ovechkina and Creative Director Cal Al-Jorani say: “For years we looked at a KFC bucket and wondered whether it would make a good hat...now we know.”
The hat was created in partnership with KFC Russia’s creative agency, Wieden+Kennedy Amsterdam, who started working with the brand last year. Ahead of this project, three further campaigns have worked to relaunch the brand in Russia and put the Colonel into the spotlight for the first time ever in the country - most recently the “Chicken is Crunch! Chicken is Taste!” song launched the Colonel’s new Lunch Bucket.
KFC Russia’s Marketing Director, Daniel Rubinovski says: “The brand follows the aspirations for creativity and innovation set by the founder, Colonel Sanders, and this time it brings to life our iconic chicken bucket in a fascinating and experimental way. We hope this will excite KFC fans and who knows what will serve as inspiration for future partnerships.”
Created with Wieden+Kennedy Amsterdam the limited release KFC x Mam Cupy bucket hat is 1800 RUB (24 EUR) and available to buy now in Russia from www.mamcupy.com.
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NOTES TO EDITORS
For further information, please contact:
Claire Beesley, Wieden+Kennedy Amsterdam, PR Director
Tel.: +31 (0)20 712 6643
KFC, a subsidiary of Yum! Brands, Inc. (NYSE: YUM.), is a global chicken restaurant brand with a rich, decades-long history of success and innovation. It all started with one cook, Colonel Harland Sanders, who created a finger lickin’ good recipe more than 75 years ago, a list of secret herbs and spices scratched out on the back of the door to his kitchen. Today we still follow his formula for success, with real cooks breading and freshly preparing our delicious chicken by hand in more than 22,000 restaurants in over 135 countries and territories around the world. For more information, visit www.kfc.ru
About Mam Cupy
Mam Cupy is a Russian streetwear brand. The company produces and sells goods with exclusive unique illustrations and copy as well as producing merchandise for bloggers and performers.
About Wieden+Kennedy Amsterdam
Wieden+Kennedy is an independent, creatively led advertising agency that creates strong and provocative relationships between good companies and their customers. Founded in 1992, the Amsterdam office is a truly international agency purpose built to produce global and pan-European campaigns. Clients include Airbnb, Nike, Facebook, Corona and Milka. www.wkams.com