Through a simple logo change, we revealed the inspiring true story of Claudia Sanders, wife of Colonel Sanders – the '12th Secret Ingredient' in KFC's success. Its timely revelation on International Women's Day allowed us to celebrate the many Claudias among us – our staff; our customers; our stronger, better halves.

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.

KFC spent just $1,000 to push out the Claudia Sanders campaign but the response went beyond local shores.

- $1.3 billion impressions.

- Featured on Elite Daily, USA Today, Fox News, Fortune, Business Insider, Design Taxi, Marketing Week, among others. Not forgetting, The Tonight Show with Jimmy Fallon and The Ellen DeGeneres Show.

- Reshared by other KFC markets including Thailand, Panama and Costa Rica.

- Earned media value of more than $2 million.

Sometimes the best way to change the world is to simply share a secret.