Why More and More Brands Are Catering to Country Music Fans

The growing fan base is attractive for marketers

Ketch Secor, Elle King and Kane Brown
Ketch Secor (l.) of Old Crow Medicine Show, Elle King (c.) and Kane Brown will take the South by Southwest stage on March 15 in Austin, Texas, for Budweiser. Getty Images

Reba McEntire had to get used to the feel of a mustache on her face to play Colonel Sanders. The first woman and first musician to embody Colonel Sanders, as part of Wieden + Kennedy’s ongoing celebrity colonel campaign, McEntire put on the spokescharacter’s famous white suit, mustache and goatee this past December to film a 60-second spot and sing a honky-tonk song to promote a new BBQ chicken dish. “I got a big kick out of the transformation and wearing the wig,” McEntire previously told Adweek. “The hardest part was when they said to me, ‘We want you to eat this piece of chicken while you’re the Colonel,’ and I looked at them and I looked at the band and they had mustaches and I said, ‘How do y’all eat with the mustache?’”

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This story first appeared in the March 5, 2018, issue of Adweek magazine. Click here to subscribe.
@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
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