An entirely new generation of young KFC global consumers was not familiar with Colonel Sanders and his story. To introduce him to this new audience, Maxx took the Colonel and created collectible, playful figurines showing the Colonel in international costumes to celebrate different cultures. Over 5.2 million figurines were distributed during multiple waves of the program across dozens of participating markets. With each wave, Maxx refreshed the concept to include sound chips of the Colonel speaking greetings from different cultures.