KFC China has launched a playful campaign targeting China’s hip Gen Z girls as it promotes a new non-alcoholic cocktail drink.
The Mojito Girl drink, which is a mixture of raspberry and rum flavour, is being marketed to China’s young women who want to have fun, without drinking alcohol.
To promote the new drink, KFC and its advertising agency McCann Worldgroup Shanghai enlisted famous Chinese model Xing Lu, also known as Ruka Xing.
In a playful ad, created by popular Japanese director Tsuyoshi Taniyama, Mojito Girl shares her thoughts and feelings about how she can have fun without consuming alcohol.
McCann Shanghai’s group creative director Sally Lee said the ad aimed to celebrate the target audience’s sense of fun.
“Every cocktail has its own personality. Hence, we have created this cute and chic character who exudes a little bit of playfulness and goofiness,” said Lee.
The campaign is a new direction for KFC China and is part of the brand’s strategy to create innovative ways to connect with Chinese consumers.
Jasmine Yang, senior marketing director at KFC, said, “This campaign was a bold move for us as this was the first time we are using a different approach and tonality to speak to our audience. The campaign has generated great social buzz across various social media platforms.”
The campaign will run across digital platforms, including WeChat and Weibo, throughout the summer.