No. 11 Eau De BBQ

Courtesy of KFC via Vulture

Seven decades after mastering fried chicken, KFC has taken a leap into an odd territory with the launch of its first-ever perfume, ‘No. 11 Eau de BBQ’ KFC. This isn’t your typical floral or citrus scent but smells like smoky wood and charcoal, just like a real BBQ. It’s hitting the shelves at the same time, making a mark as a marketing masterstroke that infuses the aroma of KFC’s beloved BBQ chicken burger with the allure of a perfume.

Via KFC

Aroma of Innovation

KFC’s ‘No. Eleven Eau de BBQ’ is a formidable statement in a bottle—a concoction of smoky wood and charcoal notes that promises to awaken the traditional BBQ revel in with each spritz. Priced at $13, this limited-edition perfume sold out quickly, however, fans will have another shot at shopping for it during a second release on the 7th of May. All proceeds from the sales are pledged to the KFC Foundation, supporting the youth mentorship and empowerment programs.

Finger-licking Revolution

KFC’s foray into fragrances coincides with the introduction of the Ultimate BBQ Burger—a tasty addition to their menu featuring the authentic chicken recipe, cheese, lettuce, crispy onions, and a tangy barbecue sauce, all nestled within a brioche-style bun. This culinary delight is not just a meal; it’s an experience designed to complement the ‘No. 11 Eau de BBQ’.

Success Mantra

While some may raise an eyebrow at the concept of a fast-food-scented perfume, KFC is not the first MNC to explore such an unconventional marketing venture. Elon Musk’s burnt-hair scented fragrance that came out in 2022, which reportedly sold over ten thousand bottles in a single day, is a testament to the power of novelty in advertising and marketing. KFC’s fragrance launch is a strategic move that taps into the sensory connection we have with food, transforming it into an unforgettable impression among the consumers.

KFC’s novel marketing method, featuring the launch of a quick BBQ-scented perfume, is a unique approach that captures customer attention and distinguishes the brand. The ‘No. Eleven Eau de BBQ’ fragrance is surely made to reinforce the brand’s identity as a provider of delicious and comforting food but also leverages sensory marketing to create an enduring impression on the buyers. This initiative taps into the emotional connection people have with scents, potentially boosting customer loyalty. The buzz generated by such unique products often spills over to social media, boosting the brand’s popularity. Moreover, these creative campaigns can contribute to long-term benefits for the brand, including increased sales and a more engaged customer base, showcasing the power of innovative thinking in consumer engagement.

KFC’s ‘No. 11 Eau de BBQ’ is more than a fragrance; it’s a strategic move that leverages the outlandish to promote their new sandwich. The perfume gets attention and headlines while it coincidentally promotes the new sandwich via association. We have seen brands like Tesla, Taco Bell, Bacardi, Red Bull, and others pull off similar stunts. Overall revenue can also see a bump from the accelerated interest and, in addition, peak of minds, while the long-term benefits of being viewed as funny, relevant, and bold can also make the brand much more attractive and appealing to customers.

In a world where fast-food chains are constantly vying for the limelight, and while consumers have an attention span of a skink, KFC’s foray into the fragrance market is a reminder that innovation can come from the least expected places. It’s a blend of marketing savvy and sensory attraction that could just set the trend for others to follow. As KFC has initiated the trend, one thing is certain: the fast-food industry is going to push boundaries and will never stop surprising us with its creative ways to capture our hearts—and our appetites.