Competition in the fast-food industry is fierce, and brands are constantly looking for new ways to attract customers. Sometimes, however, marketing ideas go beyond what you might consider “bold.” One such example is an older—yet still fascinating—marketing stunt from KFC.
In 2016, KFC introduced Extra Crispy Sunscreen—an SPF 30 sunscreen that was supposed to smell like their famous fried chicken. And yes, you read that right: sunscreen that smells like food.
Why was it created? A marketing campaign full of paradoxes
The campaign was designed to raise awareness of KFC’s two types of chicken—“Original” and “Extra Crispy”—and to follow up on summer advertising activities featuring bronze-tanned actor George Hamilton in the role of the “Extra Crispy Colonel.”
According to the creative team, the sunscreen was not intended for sale in regular stores, but rather as a promotional item released in limited quantities—just 3,000 bottles in total—which could be ordered for free via a special website.
In its announcement, KFC humorously stated that the cream offered standard SPF 30 UV protection, while adding that “only chicken should be extra crispy—not your skin.”
A functional product or just a curiosity?
Extra Crispy Sunscreen was a real, functional sunscreen—not just a cosmetic gimmick without protective properties. However, it came with an added scent meant to resemble fried chicken. How authentic the fragrance was became a topic of discussion and reviews: some testers described it as greasy or spicy rather than truly chicken-like.
KFC also noted on the packaging and in its communications that the product was not a food item and was not intended for consumption—even if the scent might have suggested otherwise.
Why did people flood social media with it?
The absurd combination of sunscreen and the smell of fried food was, of course, perfect for going viral: people shared photos, comments, and jokes about who would actually put such a product on their body. Although it was one of many KFC “novelties” (including, for example, chicken-flavoured nail polish and other themed merch products), this campaign stood out in how it was interpreted by the media and users—as a kind of boundary between advertising, paradox, and cultural meme.
The marketing value of the bizarre
Although Extra Crispy Sunscreen was not a long-term product, it earned KFC enormous media and social media attention—which is exactly what stunt branding campaigns aim for: not direct sales, but viral reach, discussion, and increased brand awareness.
It often doesn’t matter how effective the product itself is; it just needs to be shocking, entertaining, or thought-provoking enough to get people talking. In this respect, KFC’s sunscreen edition was one of the most bizarre—and also one of the most memorable—examples of unconventional marketing in the food industry.
Source: Mashed
