#itdoesntcountif

KFC´s "it doesn´t count if" campaign. Found that young women looked at the brand as a guilty pleasure, and they were ignoring messages about lighter menu choices. Put up an unbranded video on YouTube. When someone clicked on the link at the end, the KFC brand was revealed along with information about the healthier menu options, for the times that it actually does count. Encouraged women to post their it doesn´t count if - excuses and share on Facebook and Twitter with the #itdoesntcountif. The video got over a million views in the first two weeks.