"Forget park benches, sky writing or on-blimp advertising. KFC is taking advertising to a whole new medium: The backsides of college sweat pants," the company says in a statement announcing the Gluteus Ad Maximus promotion.
On select U.S. college campuses, girls will be given Double Down sweat pants to encourage them and others to try the sandwich KFC launched earlier this year.
The Double Down has two pieces of chicken -- breaded or grilled -- which serve as the bread. Between the chicken there is bacon, cheese and sauce. KFC says calorie-wise, the sandwich is similar to many burgers at other fast food restaurants. It's not available in Canada.
Originally launched in April in U.S. restaurants, it was billed as being a limited-time offer. But when more than a million sandwiches were sold by the end of May, KFC announced the sandwich was a permanent menu item.
"It's hard to imagine anyone escaped the buzz of the Double Down earlier this year," KFC's chief marketing and food innovation officer John Cywinski said in a release. "But in an effort to reach consumers coast-to-coast, and especially our key target of young men, we've established yet another advertising first -- one that's fitting of the Double Down's head-turning history."
USA Today reported the girls are paid $500 each to hand out coupons while wearing the red pants, which have the words Double Down on the backside.
National Organization for Women president Terry O'Neill told the newspaper the campaign is "obnoxious."