For IWD, KFC Singapore takes on ‘pocket inequality’

For obvious reasons, Ad Nut has never had to bother with pockets. Endowed from birth with capacious cheek pouches, the Ad Nut can well…squirrel away several meals and still have space left over for a few treats and even the odd dessert or three without breaking a sweat.

But Ad Nut realises not everyone is nearly as lucky. While human men clothing are known to have pockets that can rival Ad Nut’s cheek pouches and other clandestine drop locations when it comes to storage space, women have to contend with pockets that are more an aesthetic accessory than anything else. On average, 48% shorter and 6.5% narrower than men’s pockets, or so Ad Nut has heard. Perhaps just deep enough to cram in a solitary cashew or two.

With International Women’s Day around the corner, KFC—the creators of the grab-and-go pocket wrap—Singapore-based denim label Pinheads and creative innovation firm RGA have combined forces to create The Pocket Fix.

It is an attachable pocket similar in dimensions to the KFC Pockett (13.5cm x 1 cm) crafted from Japanese denim with a few of the fast-food chain’s signature elements: red and white stripes and the colonel’s tie that can be sewed onto women's otherwise pocket-deficient clothing.

“Women have been complaining about tiny pockets for years. We want everyone to have pockets big enough to fit a KFC Pockett. We hope The Pocket Fix makes people smile—and maybe even makes fashion take note,” says Jaslyn Lam, marketing director at KFC Singapore.

Carmen Ang, senior art director at RGA, adds, “The moment we realised our KFC Pocketts wouldn’t even fit in our own pockets, we had to laugh—because women’s pockets are kind of a joke. The idea clicked with everyone, no matter their gender. So, this International Women’s Day, we wanted to create something fun (and actually functional) to shine a light on the issue.”

On social media, the campaign will see influencers attach the Pocket Fix to various pocketless items of clothing. They will also post ‘pocket fail’s, something Ad Nut has been lucky enough to not have experienced personally but which sounds utterly dreadful.

Ad Nut is not entirely sure where making a serious point about women’s fashion ends, and just having a laugh over an audacious accessory begins. But Ad Nut suspects delving too deeply would be missing the point. At a time when agencies and brands become their most worthy, ponderous, and truth be told, slightly boring selves, The Pocket Fix is a breath of…not fresh air exactly, but delicious grilled chicken. Ad Nut will take it.

CREDITS

Client: KFC Singapore

Director of marketing and food innovation: Jaslyn Lam
Senior marketing manager: Ginger Soon
Assistant brand manager: Elizabeth Lee
Brand manager: Florence Sjah
Senior marketing executive: Alison Ang
Marketing executive: Yoshini Mahalingam
Manager, digital marketing: Teressa Lee
Senior executive, digital marketing: Suthan Udayakumar
Executive, digital marketing: Gavin Tay

Creative innovation company: RGA Singapore

Executive creative director: Ed Cheong
Creative director: Reagan Raj
Senior art director: Carmen Ang
Copywriter: Jovi Harrison
Video editor: Windra Pradipta
Senior producer: Yahshni Murugayan
Senior account director: Miguel Martinez
Group strategy director: Roana Bianca Brito
General manager: Marianne Whitman
Managing director: Krishnan Menon

Fashion Label: Pinheads

Lead designer/Cofounder: Jalene Seah
Cofounder: Jonathan Liew 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.