KFC Thailand turns Songkran shoe woes into viral campaign with Elephant Tower takeover

Bangkok, Thailand – KFC Thailand has rolled out a Songkran campaign that pairs street spectacle with a distinctly local insight.

The brand installed a giant inflatable Colonel Sanders at Bangkok’s Elephant Tower, a high-visibility stunt that quickly spread across social media as crowds gathered for the water festival.

The campaign is built around a familiar problem. Wet, slippery conditions during Songkran often lead to discomfort and chafing from footwear—an irritation KFC has turned into a product play.

Working with Thai footwear brand Nanyang, the chain introduced limited-edition “Colonel Riding Elephant” flip-flops, designed for grip and comfort during water play, while doubling as a bold, festival-ready item.

KFC has extended the push with short-form videos and a campaign film built around the line, “My shoes are eating my legs!”, leaning into the chaos of Songkran to drive shareability.

“At KFC Thailand, we turn deep consumer insights into ideas that are fun, surprising, and truly part of people’s lives,” said Patra Patrasuwan, Associate Marketing Director at KFC Thailand. 

Patrasuwan described, “Songkran is one of the most joyful moments of the year, yet it also comes with familiar challenges, such as uncomfortable footwear during water play.”

The campaign also includes limited product drops at Silom Road, one of Bangkok’s busiest Songkran hotspots, alongside nationwide meal bundles tied to the promotion.