The significance of the campaign was two-fold - First, it took the idea of elevating a woman into a place of prominence in a largely male-dominated world, and demonstrating that the idea of just men leading/creating/acting as a figurehead is a largely outdated and antiquated perception in the modern age.

Second, in Muslim culture, the basic view of women and men postulates a complementarity of functions. However, it is often overlooked, as women are supposed to embody the idea of feminity, while men are looked at as the leaders/providers/successes. The campaign worked to turn this idea on its head for the modern world and show that woman have historically been a "key ingredient" to success throughout history, and provide the inspiration for the women today, of any religion, to believe in themselves and strive for more, in business, in society, and in life.

On International Women's Day, we replace the iconic Colonel Sanders logo with someone the world knew little about. His wife - Claudia Sanders. We celebrated her role in the success of KFC through social and digital platforms. Claudia's story allowed a conservative country to celebrate the fairer, better, stronger selves. It was a simple logo take over, but the entire world took notice and realized that the ideas of the past and the suppression of women no longer were carrying the influence they once did.

The overall idea itself was quite simple but carried a lot of weight. Using popular social platforms, we took over FB and Twitter, as well as created a sponsored Instagram story and created a detailed microsite, all showcasing Claudia Sanders and telling the story of how she was part of the dynamic duo that helped to create a global fast food empire.

The target audience was broad in its reach and looked to not only help change the overall perception of women in a predominately Muslim country, but to also empower women to feel confident and proud of their overlooked contributions to society as a whole.

Working with a modest budget of only $10,000, on International Women's Day, March 8, 2018, the people of Malaysia were introduced to Claudia Sanders across the KFC brands social platforms, as well as through a curated microsite. The iconic image of Colonel Sanders was replaced for the day by his life long partner and wife, and the fast food giant leveraged that logo to become the rallying cry and voice of change. The initial scale was modest, based on the budget. However, due to the concept, the message, and the overall idea, the campaign grew exponentially.

KFC was one of the very first, high profile organizations in Malaysia to take such a prolific position and put a woman at the very forefront of a campaign - not because of looks or any other superficial reason, but rather because she found success with her husband, against the norms of the society she was living in at the time.

The campaign ignited a tsunami of coverage around the globe, reaching influencers everywhere, attracting the attention of non-traditional media associated with the brand, and taking the first step for a globally recognized brand helping to share in the celebration of women in Malaysia and the world.

On the budget of $10,000, the campaign generated over 1.3 billion media impressions, with estimated value of more than $2,000,000. As an added bonus, it was also prominently featured on "Ellen", a highly influential, Emmy winning talk show in the US.