ABC nixes 'subliminal' ad for KFC's Buffalo Snacker

Nation's Restaurant News, March 13, 2006

LOUISVILLE, KY. -- ABC has refused to air a KFC commercial containing a "secret" promotional message because the TV network contended it contained subliminal advertising, the Louisville-based division of Yum! Brands Inc. confirmed.

The spot, which was aired by several networks this month, contained the word "buffalo," which viewers were told could be seen only by playing the commercial frame by frame on a digital video recorder. Viewers also were told they could enter the word on KFC's website for a $1-off coupon for a new Buffalo KFC Snacker.

The ad, minus the secret code, was slated to air through April 4.

"We don't consider it to be a subliminal message," KFC spokeswoman Laurie Schalow said, adding that KFC has been "very overtly" publicizing that the ad contains a hidden word.