LOUISVILLE, Ky. (Aug. 24, 2009) Sister chain Taco Bell may use the tag line “Think outside the bun,” but KFC actually is putting that philosophy into practice with the test of a new product: the Double Down. The “sandwich” replaces bread with two Original Recipe fried-chicken fillets that enclose bacon, Swiss and pepper-Jack cheeses, and the Colonel’s sauce.

The test of the Double Down comes on the heels of KFC’s most recent product launch of Kentucky Grilled Chicken, which the chain introduced after years in test to offer more healthful options to its customers. Television ads for KFC’s grilled chicken feature men and women dancing around the product, speaking about its taste and healthful nature. A television spot for the Double Down shows just men celebrating the meaty offerings of the new “sandwich” in a similar style and also carries the “Unthink KFC” messaging