Superheroes exercise six hours a day, religiously eat steak and steamed vegetables, and occasionally, take steroids. In any case, they don’t eat fast food. You can’t become Thor by gobbling up Original Recipe crates.
However, these hard facts haven’t stopped Kentucky Fried Chicken from sponsoring a new 20-page dish DC Comics titled The Colonel of Two Worlds . Kotaku called is that the original commercial is “one of the weirdest things you’ll read all week,” which makes it pretty lighthearted. The story pits Colonel Sanders, our hero, against his evil twin, Colonel Sunder, who runs a brand of knockoffs, wears a black suit and says things like, ” Will you feel tired as if the world that killed you is over?” Sunder hires several villains to rob banks and take over the world until fed up Colonel Sanders works with Flash and Green Lantern to stop them and restore “honor” to the fried chicken world.
The art looks great, but the whole project deserves a smugshrug _ (ツ) _ / [/note] because it looks like a waste of money. Setting the story in the DC universe has the potential to be a great creative choice, but since superheroes are practically all in awe of the Colonel, it just sounds deafening. It’s a perfect example of a common mistake marketers make: trying to turn their brand into a story format, regardless of relevance.
We understand. Every month there is a new superhero movie. Comics are culturally relevant. But it can be tempting to catch up on that trend, a comic book about Colonel Sanders making chicken the old fashioned way isn’t cool; it’s just self service.
This isn’t the first time the brand has attempted to co-opt the vehicle. Other branded comics have been published over the years with varying degrees of success. About a year ago on The Content Strategy, Mason Lerner rounded up five worst content marketing comic books , which includes a number of works from the NFL, TYCO, and Atari. At the same time, the Florida Citrus Bureau (FDOC) financed a Marvel comic book series featuring Captain Citrus a healthy superhero who fights against purple grape humanoid.
They all tend to be handsome, but the differentiating factor is the audience. The FDOC has distributed one million copies of Captain Citrus comics in classrooms across the United States, providing children with creative opportunities to learn more about nutrition. However, when you’re dealing with adults or people who eat fried chicken while engaging in recreational activities that are only legal in certain states, corny dialogue and cliches of superheroes doesn’t have much effect.