KFC has launched its new speciality drinks sub-brand, KWENCH by KFC, with a campaign from Special that recreates Kylie Minogue’s iconic hit ‘Can’t Get You Out of My Head’ entirely through the sounds of the real drinks.
Introducing 11 flavours across four territories – Krunch Shakes, Boba Refreshers, Sparkling Lemonades, and Frozen Spiders, KWENCH by KFC marks KFC’s move into the speciality drinks category, with the campaign positioning the new offering as an irresistible craving that consumers can’t get out of their heads.
Titled ‘It’s All You Can Drink About’, the campaign has launched with a music video directed by Revolver’s Leilani Croucher. Music studio Rumble carefully recreated the global hit by recording and sampling the real sounds of sipping and slurping KWENCH by KFC drinks.
The campaign is designed to establish KWENCH by KFC as a premier drinks destination for new customers, while giving long-time KFC fans another reason to visit.
The creative strategy taps into the growing popularity of speciality beverages and their evolving role in rituals, self-expression and social connection. Research shows 70 per cent of consumers said the beverages they choose reflect their identity or mood, and 40 per cent said they enjoy experimenting with and trying new drinks.
“With a promise like ‘It’s All You Can Drink About’, the launch campaign had its work cut out. How can it possibly be as memorable as the drinks themselves? Recreating an iconic anthem from the sounds of sipping KWENCH by KFC® meant we had a real reason to put the drink at the heart of every frame, and to capture an authentic music video that taps into culture while also working its absolute socks off,” said Special chief creative officers Tom Martin and Jules Schreiber
The new range includes Sparkling Raspberry Lemonade, Watermelon Boba Refresher, Caramel Krunch Shake and Chocolate Krunch Shake, with KFC establishing KWENCH by KFC as a permanent offering with its own identity, distinct from the brand’s iconic food menu.
“Continuing to reinvent ourselves is central to the KFC story, and KWENCH by KFC is proof of that evolution in action. We wanted to create something truly disruptive that’s designed to bring a new audience to KFC, while giving our existing fans a fresh reason to visit,” said KFC marketing director Holly McCarthy.
Rolling out across Australia, the campaign spans film, cinema, out-of-home, social, earned and digital channels.
Credits:
Client: KFC Australia
Chief Marketing Officer – KFC SOPAC: Vanessa Rowed
Marketing Director: Holly McCarthy
Marketing Manager: Samantha Fiorentino
Brand Manager: Renee Parsons
Brand Manager: Stevie Angell
Head of Media: Bridget Cooper
Media Manager: Christian Fox
Innovation Development Manager: Lauren Pitchers
Creative Agency: Special
Partners, Chief Executive Officers: Lindsey Evans & Cade Heyde
Partners, Chief Creative Officers: Tom Martin & Julian Schreiber
Partner, Chief Strategy Officer: Dave Hartmann
Managing Director, PR: Alex Bryant
Creatives: Jack Close & Zak Hawkins
Group Strategy Director: Heather Sheen
Senior Strategist: Adelaide Day-Collett
Executive Director: Jaimee Kerr
Senior Business Lead: Steffi Arbon
Business Director: Alicia Aguilera
Business Manager: Femke Pusey
National Head of Social: Maddie Marovino
Earned Creative Strategy Director: Kate Wilkinson
Earned Client Services Director: Georgina Thompson
Earned Creative Director: Jamil Bhatti
National Head of Production: Tash Johnson
Senior Producer: Will Sealey
Head of Stills: Nick Lilley
Finished Artist: Jen Bailey
Head of Design: Adam Shear
Design Director: Dan Jones
Film Production: Revolver
Director: Leilani Croucher
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Senior Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Helen Fitzgerald
Wardrobe: Olivia Simpson
Makeup / Hair: Gavin Anesbury
Food Stylist: Jenn Tollhurst
Choreographer: Tiana Canterbury
Casting: Citizen Jane
Editor, Motion Designer, Colourist, VFX Compositor, VFX Supervisor: Scott Stirling
Additional VFX Compositor: Viv Baker
Audio Post Production: Rumble Studios
Executive Producer: Michael Gie
Composers: Daniel Orbach & Jeremy Richmond
Sound Design and Mix: Daniel Williams
Music Supervision: Level Two
Agency Village Partners
EssenceMediacom
WPP Influence
Design in Toto
Those That Do
AKQA
