With 57% of our workforce being women, it was imperative that KFC advocated and celebrated women and there was no better occasion than International Women's Day to do just that.

Against the rise of Islamic conservatism and racial politics in Malaysia, our challenge was to join the rallying cry for gender parity without alienating our Muslim shareholders, staff and customers.

On March 8th, International Women’s Day, we replaced the Colonel's logo with someone the world knew little about. His wife – Claudia Sanders.

We then celebrated her pivotal role in the success of KFC through our social and digital assets including Instagram Stories, Facebook postings, and microsite.

It was a simple logo takeover but the whole world noticed.