KFC has given its mascot a hot and spicy makeover.
Colonel Sanders is now an Instagram influencer, losing about 40 years and as many pounds, in the fried chicken joint's latest campaign.
"Self-care is really important. It's a cliche, but it's true that when you look good, you feel good," read one post on the KFC website, simultaneously advertising a male grooming product and satirising hipsters.
"Take some space for self-care, so you look good, then you feel good, then you are more good with yourself, then you can go get your dreams. Like starting an international series of chicken restaurants."
While some KFC fans love the 'influencer' version of the Colonel, others have called the whole thing as 'really weird'.
Check out some photos of the new Colonel Sanders below...