KFC recently dropped a fiery new ad hyping up their Lava Hot Wings. The concept involved a man sweating it out on the toilet as he flashes back to the moment he devoured the fiery wings. The message: they’re so good, they’re worth the burn.
It’s bold. It’s bizarre. It’s definitely memorable.
But does it actually work?
Breaking down the “Lava Hot Wings” ad
We tested the ad with a Dutch audience to find out whether the humor lands, the message sticks, and the spice sells.
Let’s dig into the results and see if this campaign was a scorcher or a flop.
Branding
KFC comes in hot on the branding front.
With 70% brand recall (way above the 48% industry average), the brand is clearly front and center throughout the ad. The uniforms, packaging, logo, and restaurant visuals all work together to keep KFC unmistakable.
Even better: 68% of viewers recognized the brand within the first 5 seconds. That’s excellent.
Need
68% of people picked up on the “extra spicy” message – a strong score that beats the 57% average. The ad mentions it both visually and in voiceover, especially toward the end.
But while the spice comes through, the category (“fast food” / “quick bite”) is only recalled at an average level. When the product and packaging are shown, it helps, but otherwise, it fades a bit into the background.
Emotion
Now here’s where things get, well… sweaty?
Only 47% of people liked the ad. That puts it in the bottom 4% of ads tested. Ouch.
What worked? The food. People found the wings appetizing, the visuals striking, and some appreciated the quirky humor.
But the concept? Very polarizing.
Reactions to the humor were split. Some laughed. Others were confused or even grossed out by the sweaty man’s exaggerated expressions. As one viewer said, it’s “not very catchy and a bit peculiar.”
Final thoughts
KFC’s Lava Hot Wings ad is bold, branded, and spicy as promised. But its polarizing humor could be holding it back when it comes to evoking positive emotions. Viewers remember the heat – they’re just not all laughing about it.
Key wins
✅ Great brand recognition (first 5 seconds: 68%)
✅ Strong recall of the “extra spicy” message
✅ Delicious, high-impact food shots
Opportunities to improve:
⚡ Rework the humor to be more universally appealing
⚡ Make the concept easier to understand for everyone
⚡ Avoid visuals that might turn stomachs (sweaty man = mixed results)
Overall, the branding and message are solid, but dialing back the awkward humor could help this ad land better with a broader audience. Serve the spice – just maybe hold the sweat.
Want to explore the full test results? Check them out on Behavio’s platform!
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