这句你经常听到的广告语突然改了！吮指原味鸡：我莫得了灵魂

这句你经常听到的广告语突然改了！吮指原味鸡：我莫得了灵魂

你或许会有一段时间看不到肯德基那句“吮指回味，自在滋味”（finger lickin' good）经典广告语了。

据外媒报道，8月24日，出于疫情防控的考量，肯德基宣布暂时停用这句已经使用了64年的经典广告语↓↓↓面对疫情，甚至有人称“这是本年度最不合适的广告语”……

图源：@KFC UK and Ireland Youtube

Don’t lick your fingers!

That’s what Kentucky Fried Chicken signaled to customers on Aug 24 as the company suspended its “It’s Finger Lickin’ Good” tagline after 64 years, deeming it “the most inappropriate slogan for 2020" amid the coronavirus pandemic.

The suspension will affect the slogan's use in global advertising “for a little while," the company said in a statement.

据CNN报道，肯德基表示，卫生部官员为防控疫情传播，已建议公众不要用手触摸脸部，公司认为“吮指回味，自在滋味”的广告语在疫情防控的环境下已不再合适。

图源：CNN报道截图

肯德基全球首席营销官凯瑟琳•坦-吉莱斯皮（Catherine Tan-Gillespay）在一份声明中表示:“大家正身处一个独特的环境，因此我们标志性的广告语与当前的环境不太契合。”虽然广告语暂时停用，但是肯德基表示餐单不会发生变化，而且这句经典广告语并非永久弃用，“还会在合适的时间回来”。

Several months after health officials recommended everyone stop touching their faces to help stop the spread of coronavirus, KFC said that the 64-year-old slogan "doesn't feel quite right."

"We find ourselves in a unique situation — having an iconic slogan that doesn't quite fit in the current environment," said Catherine Tan-Gillespie, global chief marketing officer at KFC in a statement. The menu isn't changing and the company said the slogan will return when the "time is right."

不过，CNN却认为，肯德基此举其实是一场营销，称这种营销虽然聪明，并有着良好的意愿，但其本质上还是一种市场营销。

图源：@KFC UK and Ireland Youtube

To be clear, Monday's announcement is a marketing campaign. A clever one, perhaps, with good intentions baked into it ... but a marketing campaign nonetheless.

CNN表示，毕竟先前肯德基也推出不少营销案例，比如“炸鸡味”的厚底鞋，炸鸡味的柴火，还有一种可以真正“吮指回味”的炸鸡味美甲服务……

图源：CNN报道截图

In the past, KFC has poked fun at itself by hawking chicken-scented clogs, chicken-scented yule logs, and, best of all, "finger lickin' good" chicken-flavored edible nail polish.

CNN指出，和大部分快餐品牌一样，肯德基也自今年3月起关闭了堂食区域，鼓励顾客通过开车取餐或者外卖的渠道进行下单，公司还在员工和顾客之间的点餐台上安装了防护罩，并要求员工佩戴口罩，以及在轮班前进行健康检查。

Also similar to other fast food restaurants, KFC temporarily closed down its dining rooms in March and encouraged customers to order via its drive-thrus or delivery. It also installed Plexiglas counter-top shields between employees and customers, required workers to wear masks and implemented health screenings before shifts.