Cobranding has become a fundamental strategy in the marketing of KFC. To the collaborations carried out over the last years with the brands of Snacks Grefusa and Jumpers and De Golosinas Fiesta is now added next to the toothpaste brand Pole liquor.
The association results in the creation of ice cream Inspired by children’s toothpaste. The product combines a vanilla ice cream base with a syrup inspired by the characteristic strawberry flavor of the popular dentifrico, adapted to the format to continue offering a refreshing experience. In addition, it is accompanied by teeth -shaped sugar toppings.
He Cobranding Capitalizes nostalgia, since liquor of the Junior Polo is not only a product that accompanies the hygiene routines of children now, but also has done so during previous generations. Moreover, the brand offers the same product, with its particular strawberry flavor, also for adults.
“The toothpaste of your childhood to eat it, really!”, Expresses pole liquor on its website.“Niñ@ did not want to eat the rich strawberry toothpaste? The dream has come true: KFC offers this summer the taste of your childhood in the form of ice cream. Try it now!“
To communicate it, a campaign designed by the creative agency has been launched PS21 and that converts the classic Claim based on the Recommendation of health professionals on the central axis of the strategy. Thus, the expression “9 out of 10 dentists recommend it” is in the insight of the campaign, but it becomes “9 out of 10 dentists recommend the new liquor ice cream of the KFC Junior Polo.”
However, aware of the particular combination of brands, the campaign is committed to the humor and shows the alleged visibly uncomfortable prescribers. These flatly deny with gestures the statement and their reactions are bent with opposite phrases and acceptance. The piece, with the production of Petra Garmon, relies on the classic advertising codes of dentifrices to transfer the association between KFC and pole liquor.
Likewise, pole liquor has launched A promotion. With the purchase of three brand products, consumers can get a free ice cream. To do this they must save the purchase ticket and go to a KFC restaurant of their choice to collect the product. The promotion is valid until September 15 or end of stocks.
The campaign will have executions on television, digital, physical and online points of sale. As explained by PS21, the media strategy has been developed by medium sand prioritizing impact on. audience volume, so exclusive blocks have been chosen on television and YouTube.
The product will be available from June 17 in the restaurants in Spain in different formats – ice cream, smoothie and Sunday – from € 2.99.
