It is reinventing its image as a youthful brand to engage the millennial consumers.
Following the debut of KFC’s K PRO healthy eating concept, KFC launched the novelty drink, Mojito Girl. According to The Drum, Mojito Girl is a non-alcoholic cocktail created to appeal to Chinese millennials, specifically young women. The product and the campaign, which utilised Japanese-style imagery and storytelling techniques, was a new direction for the brand.
According to The Drum, KFC intends to continue to create new products and innovations to appeal to China’s millennial with plans to focus on “disruptive products”, gaming, music, sports and fashion. The brand continues to roll out a number of innovations including launching facial recognition in their stores and creating a new healthy menu store.
It is part of a strategy to reinvent the brand as “younger and buzz-worthy” in China, in a bid to stand out in the crowded market.
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