Who Strategized KFC's Napkinized? BICster Maxime Menant.

In the Middle East, KFC is a favorite restaurant amongst family and friends. But how do you inject fresh meaning into the brand's recognizable positioning line "finger lickin' good"? Maxime Menant, BIC '15, to the rescue! As Strategic Planning Director at TBWA\RAAD, Maxime was the strategic driver behind KFC's newly launched "Napkinized" campaign which transformed the chain's menus, receipts, placemats, and bags into napkins so customers could enjoy eating with their hands more easily. The campaign was so notable, it was a recent Editor's Pick in AdAge.

As Strategic Planning Director on the KFC account at TBWA\RAAD in the Middle Eastern North African (MENA) region, Maxime found inspiration from audience research. He learned that there was a lack of understanding and relevancy for their Middle eastern audience when it came to the brand's “finger lickin’ good” slogan. Coined by a KFC manager in the 1950's and considered one of the greatest advertising slogans of all time, this iconic line wasn't quite resonating with consumers in the region who considered it purely descriptive.


To activate KFC's slogan (and in true TBWA disruptive fashion), the agency decided to create a fast food eating environment that dramatized the urgent necessity of napkins when you eat food that is "finger lickin' good."  Nearly everything made out of paper -- from menus to placemats -- could also be used as napkins. After weeks of development in partnership with suppliers, Maxime and his team produced a special ink-resistant tissue paper, strong enough to wipe customers' face, hands, and fingers, but thin enough to get printed with chemical free ink. New menus, food bags, posters, flyers, placemats and even receipts were created from the special ink-resistant, eco-friendly, bio-degradable tissue paper, proving that all you really need to fully enjoy its delicious food are your fingers and a craving for Kentucky Fried Chicken.


Since the debut of 'Napkinized' in January 2020, over 7,000 customers have enjoyed the new restaurants in Dubai and Beirut. The online and on-ground engagement around 'Napkinized' surpassed expectations. KFC plans to expand their 'Napkinization' to the MENA region and will eventually roll out to 87 of their restaurants in the UAE and Lebanon.

BIC's Spring Open House: Inspiration for the Curious-Minded

On Tuesday, March 3rd, BIC held its Spring Open House in Shepard Hall. Despite the gloomy weather, an enthusiastic group filled the room for a presentation by Program Director Nancy R. Tag which included information on the program, life as a BICster, and application tips. Potential admissions candidates peppered Professor Tag with questions about submission guidelines, the acceptance rate, and even on Any Wednesday,* the book handed out to all Open House attendees.

Immediately following, students interested in the Creative Track were treated to a portfolio presentation and one-on-one reviews by Professor Gerardo Blumenkrantz, who oversees the track.

Others sat in on Consumer Behavior and Persuasion, the BIC course taught by Michael Doody whose main learning objective is to help BICsters understand what makes humans tick so they can develop a toolkit that empowers them become persuasive communicators who can impact behavior in meaningful ways.

Open House attendees were also given a 10% discount for awesome Italian food at our favorite neighborhood restaurant, Fumo, on Amsterdam Avenue. Hopefully, everyone left Hamilton Heights with their questions answered, minds stimulated -- and bellies full!

For those interested in taking the leap and supercharging their careers, we invite you to master UP at BIC - the only grad program to teach Branding + Integrated Communications in an integrated way.  Here’s how it works:

Enter curious.

From there, consider some questions: How do brands work? What is communication's role in building identity? In what ways are emerging technologies shaping our understanding of the world we live in? Is it possible to make new connections and develop ideas in ways that will positively impact the future?

Study. Research. Think. Collaborate. Create.

Leave with a Master of Professional Studies (MPS) and a portfolio. Real proof that you're no longer just curious; you've got credentials.

BICsters aren't just multi-talented, multi-cultural, and cross-disciplinary, but most are working professionals. Our classes are all held at night so you can come straight from work -- ask your boss about tuition reimbursement.

With an MPS in hand, BIC alums have snagged positions at Google, VaynerMedia, IBM, Apple, Droga5, The NAACP, TBWA, BBDO, Ketchum, SS+K, BCW, Rabin Martin, Circle Line, 360i, Fenton, GREY, DDB, RooneyPartners, Tribal, SAP, Nestle, Ogilvy, VMLY&R, etc. In the six years since BIC launched, our grad students have been named ADCOLOR Future honorees, LAGRANT scholars, MAIP winners, and ONE Club Pencil awardees.

And imagine this: a BIC MASTER's degree allows you to study (and work) in New York City for a total in-state tuition cost of only $30,000 (around $39,000 out-of-state).

The application deadline is April 1st. Click here for graduate admissions. EZ step-by-step instructions on how to apply >> Your ENROLLMENT INFORMATION is Matriculation. The SCHOOL OF INTEREST is College of Liberal Arts and Sciences.  Your AREA OF INTEREST is Branding + Integrated Communications. Your ENROLLMENT OBJECTIVE is MPS. And the ENTRY TERM is Fall 2020.

And if you didn't make it to the Open House and still have questions, send us an email at bic@ccny.cuny.edu.  Have a great Spring, everyone!!



*Any Wednesday is a book of wisdom from advertising legend Keith Reinhard, Chairman Emeritus of DDB Worldwide, based on weekly memos that he'd circulate to his global agency filled with a single piece of wisdom or insight about advertising, business, life, and other things. Thanks for asking (and answering), Venisha Henry!!

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