Yum! Brands Tries to Strike Deal With Sanjaya

Posted Apr 10th 2007 4:00PM by Beth Gaston Moon
Filed under: Rumors, Television, Internet, Competitive Strategy, Marketing and Advertising, Yum Brands (YUM)

Arguably the most polarizing issue in American pop culture since Rachel and Ross, Sanjaya Malakar is loathed by millions, beloved by millions more, and ironically supported by Howard Stern and others hoping to summarily squash the six-seasons-old American Idol franchise in one fell swoop. But one thing is certain ... while the kid may not have the pipes of Melinda Doolittle, the charm of Chris Richardson, or the inventiveness of Blake Lewis, he is certainly a marketable commodity.

To this end, the president of KFC - a division of Yum! Brands (NYSE: YUM) - has made an offer to Sanjaya in an attempt to raise awareness of its KFC Famous Bowls. According to PostChronicle.com, a letter reportedly penned last week offers: "If you don a bowl hairdo during one of your next nationally televised performances, KFC will grant you a free lifetime supply of KFC Famous Bowls. We're sure America will be as 'bowled-over' by your take on this classic look as they are by our KFC Famous Bowls."

There's a lot I could say on this topic, but Alex at the Best Week Ever blog sums this deal up better than I could ever hope to: "Sanjaya is the perfect spokesmodel because, like the bowls, he's a mediocre mound of blandness that still somehow makes you feel kind of good."

So far, the 17-year-old "singer" has been unresponsive, so the fast-food chain has reportedly upped the ante; in addition to the lifetime supply of Famous-Bowl goodness, Malakar would earn $5,000 in cash and a starring role in the next Famous Bowl advertisement, should he agree to the bowl-cut stipulation.

Sanjaya hasn't been afraid to experiment with his lush locks, from the ponytailed "faux-hawk" of a few weeks ago to the use of flat irons, curlers, and possibly metric tons of product to keep the water coolers buzzing with commentary on his style (which is so much more interesting than his substance.)

What's one more silly 'do for a cool 5K? Tune in tonight to see if he's game.

Beth Gaston Moon is an analyst at Schaeffer's Investment Research.

Tags: advertising, american idol, AmericanIdol, endorsements, kentucky fried chicken, KentuckyFriedChicken, KFC, sanjaya malakar, SanjayaMalakar, television, YUM

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Reader Comments (Page 1 of 1)

4-10-2007 @ 5:07PM

Kat Nelson said...

I love this kid and his joy of living. He makes the current crop of teenagers look like hatefilled slugs in the style of Jerry Falwell. I hope he goes a long way in stardom. He is engaging and a free spirit. Everything that hatemongers despise. Go Sanjanya.