An “intervened” canvas on the street and “disinterged” on social networks. Babaria and KFC They have intertwined their advertising paths in a disruptive specific action that has not only promoted their respective products, but also has raised the notoriety and perception of both brands through the creativity and collaboration.

In the first week of May, Babaria deployed a canvas on Avenida de América, in Madrid, within the framework of its international campaign “Blatantly Effective”, Issued by the Agency UP Exit and supported by social media actions by the agency Crush. With it it has sought to communicate the effectiveness of its products and claim a cosmetics that not only transforms on the outside, but also impacts inside.

That same canvas was intervened by KFC to publicize the launch of its own version of the popular caramel Fresquitocreated next to the candy company Party. This variety of sweet is characterized by a granulated powder reminiscent of the crispy brand of the brand, and is the first time that the caramel has changed its usual tongue form, to adopt that of a chicken thigh.

It is a new KFC brand expansion, with which the restaurant chain again crosses the borders of its product, and continues to build its own universe strategically through innovation, the surprise factor and the generation of new experiences of consumption.

Issued by the Agency PS21. The communication strategy has been based on children’s drawings, alluding to the youth audience to which the new product is oriented. Thus, KFC and party covered cars and physical spaces of the Avenida de América station with illustrations made with waxes and markers. A possible initiative thanks to a friendship between KFC and Babaria marketing teams.

Days later, Babaria has “disinterested” his own canvas by resorting to the Simulated exterior advertising and continuing the dialogue between brands in a creative and positive way. In the Fooh Action (Fake Out of Home), which shows one of the Babaria cleaners cleaning the drawings created by KFC, the brand has influenced its initial message and has returned to highlight the effectiveness of its products.
It has been developed together with the Creative Agency Exit Up and the Moka producer.

In this way, it moves that their products are so blatantly effective “that they can even eliminate children’s drawings. With this, Babaria not only works on the tactical plane highlighting the attributes of their articlesbut also promotes the Brand constructionshowing a daring and casual personality.

From Babaria they ensure that action is an ingenious way to move its new brand tone, and its new communication strategy, which is committed to a more direct, optimistic and provocative tone. In addition, they point out that he has linked the personalities of the three brands. “The objective was to demonstrate that cosmetics can change mood, they are children’s things, we had to take it with a positive attitude and give it a blatant effectively effective”, Explained Silvia Muñoz, Marketing Director of the brand, in a statement.