KFC's Brilliant New Tagline: So Good

Even with the Double Down, KFC is in a slump—US same-store sales fell 4% last year—and it's been trying to dig its way out by coming up with yet another fresh message. The chain has cruised through four such campaigns in recent years, the most recent being the totally indecipherable "Unthink." So what's attempt No. 5, the product of big bucks and countless hours of deep thought? "So Good."

The chain has flip-flopped between fried and grilled, and many customers don't know about its sandwiches and value menus, reports Advertising Age. Can "So Good" fix that? Maybe, but "if comments from company management are any indication, there's still a lot of confusion at the top," writes Nichol Nelson for Slashfood. A KFC marketing exec explained KFC's target market as "socially connected people who are trans-generational." "Ugh," writes Nelson. "With corporate double-speak like that, it's no wonder the company's message gets lost in translation." (More KFC stories.)