KFC appears to have a very specific target audience in mind for their Double Down sandwich: Young men.
To attract their attention, they've decided to recruit women on college campuses and pay them $500 each to hand out coupons while wearing sweatpants with "Double Down" in large letters across their rear ends.
What better way to promote a bun-less sandwich to young men than on the buns of young women?
The program is being launched at Spalding University in downtown Louisville--home to KFC. The chain plans to expand it to at least three more campuses. The additional schools and Double Down women will be picked via a Facebook promotion.
The Double Down, which sandwiches bacon and cheese between two pieces of fried or baked chicken, is KFC's most successful sandwich launch ever (according to the company).