2025 continues to be the year of brand mascot firsts including the first time a character has ever intentionally lost their two front teeth.
Over the last few weeks, the KFC Colonel Sanders logo has been noticeably, and repeatedly, defaced in a specific manner across Canada. The Colonel’s two front teeth have been blacked out. Permanent markers color them in on KFC fried chicken buckets and black tape has been used on storefront signs and billboards.
Why? The answer has nothing to do with the Colonel being self-conscious of his smile. It’s not even for jokey Halloween tie-in purposes.
But it does have everything to do with hockey.
Canada’s hockey season is well underway and KFC Canada and Courage, their creative agency of record, are showing their support with a fan-friendly campaign. Look closely at the black tape used and you’ll realize it’s actually hockey tape.
The Colonel might be missing a few pearly whites, but he’s still all smiles, and full of grit and determination, because it’s hockey season.
Speaking of grit, being sans front teeth isn’t likely to stop the Colonel from enjoying a bucket of fried chicken. That’s what those back molars are for.
About the Author
Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week’s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at howveryheather@gmail.com.
