Doubling Down on Women’s Worth

This morning USA Today reports that KFC has a new marketing technique. The fast-food chain is recruiting college women to pass out coupons while donning fitted sweatpants with the words “Double Down” plastered across their backsides.

Last week KFC noted that its key demographic (ages 18-25) couldn’t identify who Colonel Sanders was in the KFC logo.

The National Organization for Women has already responded to the marketing campaign. “It’s so obnoxious to once again be using women’s bodies to sell fundamentally unhealthy products,” said Terry O’Neill, president of the National Organization for Women in the USA Today article. What’s more, she said in the article, KFC has forgotten something important: Women make more than half the decisions about what to eat for dinner.

The marketing program began last week at Spalding University in Louisville, KY., and there are plans to take this campaign to other campuses through a Facebook contest.

Where are the men in this marketing campaign? Why are women the only ones being treated like pieces of meat (or perhaps chicken in this case)? Vision 2020 wants to know how you feel about this marketing. Weigh in in the comments below.

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2 Responses to Doubling Down on Women’s Worth

  1. Sheila Green says:

    America. Land of Hooter girls, Dallas Cowboy Cheerleaders and now the KFC sweat pant gals all selling what the good Lord gave ’em….oh and a few products from time to time. Its a train wreck of approved prostitution that I’m sure would have the Colonel kicking his hat in the dirt to the curb. The only way to show there is a better way is to fight fire with fire. Now, we don’t have to bare the ta-ta’s or peel on the second layer sweat pants but to continue aggressive positive self-esteem campaign’s like Dove’s. What an amazing strong and positive self-esteem campaign! I wanted to contact their corporate headquarters and send and electronic smooch to them all but I could see the men in the white jackets coming for me any day now. That campaign launched years ago and still touches so many lives every single day. So let the baby chicks sell KFC -although someone should warn them if they eat KFC they won’t be in those sweat pants for long. Let’s focus our energy, our brains and our collective wisdom on campaigns that matter and although it will never completely force out the gratuitous “made ya look” campaigns, it will definitely overpower them in the long run. And I LOVE the parting shot of “weigh in on that!” Funny.

  2. Sadly, the MEN who create most of these ads are just dumb enough not to “get it”. They don’t recognize sex discrimination as KC’s. They don’t even recognize it when it is against them. (This is either from a study by YWCA or AAUW 2010; I can’t remember.)

    But how about the US Senate’s Harry Reid (of all people) who called his esteemed colleague there, K Gillebrand, a Hottie! Found in Time mag 2 weeks ago. I followed up with a Letter to Ed. I wish I’d have let National NOW know!

    We are trying to do away with all sexism and sex discrimination for males as well as females. We= Florida’s Equal Rights Alliance, Inc. We are spearheading passage of a bill to ratify Florida for the Equal Rights Amendment that never did pass AND is still “viable and contemporaneous” according to Constitutional lawyers.

    ERA Inc is at the same time helping to mentor 5 other states as they file their bills to ratify, too. Their legislators use our web site,, for background and info, then send us kudos. YOU are warmly welcomed there, too.

    The way that women are treated in the US, and men to a less frequent degree, is archaic and deplorable. What we need to push the ERA is:

    WOMEN WHO WILL STAND UP ASSERTIVELY FOR ERA instead of saying, “Oh, I can’t”. We are unsalaried lobbyists and do all the heavy lifting. We insist that the average woman CAN, indeed. We cannot do it all: 18/7 yeararound for the past 10 years.

    MEN WHO WILL RECOGNIZE SEX DISCRIMINATION and act decisively to eliminate it with us. Many do. Most don’t. Especially Florida’s Republican legislators who overwhelm the state and the legislature. The Speaker of the House is the most powerful person in Florida: he gets to decide which bills will even be heard and get voted upon! He has stopped ERA from hearings for the past 10 years because he knows that, once heard, ERA WILL PASS. It does in Senate committees, 8-3!

    Please email me at to find out what we do and how we do it and what you will want to do to propel ERA. Even making just one phone call when we ask you or publishing a Letter to the Editor about ERA. We will even offer you a sample you can use or not.

    In short, be a STRONG FEMINIST WOMAN, and help your sisters in ERA Inc to help you to get your ERA in the Us Constitution. please please

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