KFC’s vision: Life is so charming

China’s KFC simultaneously launched a new brand slogan at the press conference to exceed 3,000 stores today. "With KFC, life tastes good", which has been used since 2001, will be changed to "Life is so sweet" with immediate effect.

KFC stated that this change of brand slogan is not to abandon the past and comprehensively innovate, but to deepen the interpretation of the "new fast food" brand strategy. It is said that food is the most important thing for people, and eating well is definitely a major event in life. A few years ago, KFC China made every effort to expand its menu and continuously introduce fresh, delicious and creative new products. It has long gone out of the way of the traditional three items of Western fast food: burgers, fried chicken and French fries. Thinking of KFC, porridge, sesame seed cakes, egg tarts, salads, tender beef cubes, old Beijing chicken rolls... there are so many delicious foods that come to mind, stirring the taste buds, and the feeling of touch and satisfaction can reach deep into the heart. Moreover, a good life is not just that. KFC accompanies everyone to exercise and play tricks. Eat well, move healthily, and have fun. There is no better state in life than this.

So what kind of brand slogan can be used to perfectly express this ideal vision? KFC spent a lot of energy. Finally, I thought of the famous line in "Qinyuan Spring Snow" and developed "Life is so delicate". I hope to accurately express the brand positioning in a way that the Chinese people can better understand, and win the praise of Chinese consumers. .