KFC no longer ‘Finger Lickin' Good’; calls iconic slogan 'most inappropriate for 2020'

Kentucky Fried Chicken (KFC) has temporarily suspended its iconic tagline 'It’s finger lickin’ good' after 64 years, calling it "most inappropriate slogan for 2020" amid COVID- 19 pandemic. " suspension will affect slogan's use in global advertising for a little while," company said in a statement on Monday.

' slogan will be back'

"We find ourselves in a unique situation having an iconic slogan that doesn't quite fit in current environment," said Carine Tan-Gillespie, company's global Chief Marketing Officer. WHO Coronavirus safety measures call for people to avoid touching ir eyes, se, and mouth with unwashed hands to reduce exposure to virus.

"While we are pausing use of It’s Finger-Lickin' Good, rest assured food craved by so many people around world isn’t changing one bit,” KFC official added. For w, company, which is a subsidiary of Louisville, Kentucky-based Yum! Brands is telling fans t to worry. " slogan will be back," statement said, adding "Just when time is right."

KFC suspends ad after backlash

In March, when coronavirus outbreak spread across globe, KFC was forced to suspend advertisements that used brand's classic slogan in UK. action was taken after Advertising Standards Authority (ASA) reportedly received multiple complaints concerning new ad that was launched.

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After commercial debuted on television, ASA received 163 complaints from viewers, reported Fox News as confirmed by a spokesperson. advertisement, called 'Pia', showed multiple people licking ir fingers while eating in public places. In given complaints, people called advertisement "irresponsible" because it potentially "encours behaviour that might increase chances of coronavirus spreading," for example, touching one's face.

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However, after airing ad, KFC quickly ended campaign even before ASA had informed fast-food chain of viewers' concerns. KFC had also temporarily closed down its outlets in March but w have opened m for customers, with safety measures in place.

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(With ncy inputs)