30secondTHOUGHTS: THE CHEESE TO THE TOP

Ah, the first burger with cheese on top. Such wonderful creation. An innovation, a masterpiece in the fastfood culinary arena. Hmmm...the taste of cheese overload. Worthy of a five-star, a standing ovation.

Well, sort of.

The KFC Cheese Top Burger has recently become the subject of ridicule not only in the online community but mainstream American late-night show (courtesy of a parody from the Jimmy Kimmel Live).

Personally, I would love to try the product - I love anything with cheese on it. However, the weakness of the product became evident on two things.

First, the product is a novelty; hence, people are not used to seeing their cheese on top of the burger instead of being placed in between the burger buns. People may want to try it out for curiosity but would they do a second purchase? Will the KFC Cheese Top Burger be a fad or withstand the craze and become a regular in the fastfood chain?

Next, Kimmel's parody addressed the second weakness - what if I eat it with bare hands (thus, without the plastic cover for the burger) and the cheese has already melted? By pure logic, I would not eat the burger with bare hands but the comedic twist provides a possibility in eating the new product, a circumstance that may have been overlooked for the sake of product innovation.

Ad Title: TRUTH HURTS
Ad Agency: TBWA/Santiago Mangada Puno
Client: Kentucky Fried Chicken

I do hope that Kimmel's low budget parody was not a visual pun on what America thinks of Philippine advertising. Save for that remark, the American version of the KFC Cheese Top Burger - the pure Tagalog script with exaggerated "diins", the all-Filipino cast, the product insight - was pure genius and spot on.    

Whether the truth hurts or not, KFC Cheese Top Burger, a product of fastfood innovation, is now available for your purchase and patronage. 

What's next? A Cheese Bottom Burger?