When KFC took on a new supplier in their distribution chain they weren't prepared for the teething problems this would entail - namely chicken not reaching their restaurants to make their finger lickin good Kentucky Fried Chicken. (KFC)
However, in a bold move, they took out a newspaper advert holding their hands up to this fact and subsequent adverts followed in a similar theme. (FCK)
This rebrand won't be permanent, but has been a great chance for publicity and is not, after all, a life threatening incident so should be taken in good humour :)
WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.
"we've got the strategy, technology and ability to ensure you get not only the best possible design but also the best value for money"