Getting rid of an advertising icon like Colonel Sanders is not on purpose; it is because it is a business problem. As much fun as Colonel Sander was for KFC advertising, it also started to be a big problem for their sales because people only remember their ads because of the colonel but not because of their food and because younger generations are not identifying with this iconic character. And this was part of the pitch brief. Our solution was to make their food the star and also make the consumer enjoyment something that KFC is proud of, and that's why we came up with the platform idea for That’s Finger Licking Good. Changing one word in their famous tagline, we move it from its Finger Lickin’ Good to be a product attribute to make it into That’s Finger-Lickin’ Good to be an attitude, and attitude that consumers rely on when they enjoy the delicious flavor of our famous original recipe.