"double down sandwich" news and stories

KFC might have a hit on its hands with the Double Down sandwich, but it hasn't been enough to pull its U.S. stores out of a financial slump. One of the big reasons? The chicken chain is fighting to come up with a consistent brand message that resonates with consumers. After coming up with five ad campaigns in recent years, they're jumping from the phrase "Unthink" (which never really made sense) to the bland-but-understandable "So Good." Yep, this is the kind of thing corporations spend millions of dollars and countless hours coming up with.

"We've been very impatient," Javier Benito, KFC's exec VP of marketing and food innovation, told Advertising Age. "When you look at brands that have been with the same taglines for many years, they do well because they're consistent."

KFC's same-store sales fell 4% in the U.S. during 2009. (The chain has gangbuster numbers in Asia, however.) KFC still leads the chicken category, but rival Chick-fil-A is closing the gap, largely because they're doing a better job communicating with their customers. The Double Down aside, many people aren't familiar with KFC's lineup of sandwiches or its value menu items.

Oh, America. You just couldn't resist, could you?

KFC, home of the now-legendary Double Down sandwich, is proudly trumpeting the news: The eye-popping tower of bacon and cheese surrounded by chicken filets (no bun) is about to sell its 10 millionth sandwich. And to celebrate, they're going to extend its run.

"This truly an example of popular demand," says Javier Benito, executive vice president of marketing and food innovation for KFC. "Our plans were to feature the product only through May 23, but millions of Double Down fans have spoken and we won't disappoint them. You'll continue to be able to get the Double Down at KFC this summer."

Ten million. Well, perhaps it couldn't be helped. The fried chicken chain got a huge burst of free marketing when news outlets heard about the breadless sandwich. If you didn't see the ads, you read the scathing commentary. And to parrot a cliché, there's no such thing as bad publicity. The Double Down has become a cultural touchstone – look online for proof. Twitter feeds are full of people marking their first encounters with the sandwich, and videos of people eating it are all over You Tube. "We've really never seen anything like it," says Benito.

The day has finally come for KFC's gluttonous Double Down sandwich to premier, and we were among the first in line to test it this morning (yes, we were eating this sandwich at 10:45 a.m.). The Double Down (also available with grilled chicken) consists of two boneless Original Recipe Filets, two strips of bacon, two slices of Monterey Jack and pepperjack cheese and a special Colonel's Sauce.

The complete review after the jump.