"We tapped into something instantly recognisable and undeniably hockey, while keeping it unapologetically KFC. It's a small change to an iconic face, but it makes a massive cultural statement - the brand isn't just sponsoring the game, it's part of it."
"The Colonel wearing a hockey smile isn't just a clever creative idea - it's a lasting symbol of how deeply we're embracing the culture this season, and how closely KFC and hockey are aligned."
"The brilliance of this idea is in its simplicity."
KFC Canada launched a billboard campaign featuring the Colonel with a hockey tape 'hockey smile' to mark the hockey season and reference the sport's rough, tooth-loss reputation. The work was created in collaboration with creative agency Courage and uses a minimal, practical visual tweak to an iconic brand mark. Executives emphasize the idea's simplicity and cultural resonance, framing the change as a statement of deeper alignment between KFC and hockey. The approach leverages recognizable imagery to move beyond sponsorship toward active cultural participation, following other playful KFC activations in recent years.
Read at Creative Bloq
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