KFC turns its KWENCH drinks into a Kylie cover

KFC has launched KWENCH, a permanent speciality drinks range in Australia, with a campaign from Special that recreates Kylie Minogue’s ‘Can’t Get You Out of My Head’ using the sounds of customers sipping and slurping the drinks.

The launch gives KFC a new way to draw customers into stores beyond its chicken menu. The range spans 11 flavours across four categories: Krunch Shakes, Boba Refreshers, Sparkling Lemonades and Frozen Spiders.

A Kylie hit, one sip at a time

The campaign, ‘It’s All You Can Drink About’, opens with a music video directed by Revolver’s Leilani Croucher. Rumble Studios recorded and sampled the sounds of people drinking KWENCH to rebuild the track.

Special chief creative officers Tom Martin and Jules Schreiber said, “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.”

KFC makes drinks a permanent play

KWENCH has its own brand identity and a menu that includes Sparkling Raspberry Lemonade, Watermelon Boba Refresher, Caramel Krunch Shake and Chocolate Krunch Shake.

KFC marketing director Holly McCarthy said, “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.

“Great brand work does more than just tap into culture for five minutes, and with KWENCH by KFC® we’re launching a new permanent drinks sub-brand with a clear ambition: to make our beverages just as iconic and beloved as our chicken.”

The campaign began rolling out nationally on 3 November across film, cinema, out-of-home, social, earned and digital media. KFC plans further activity over summer to get more customers to try the range.

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 Luttrell
Choreographer: Tiana Canterbury

Casting: Citizen Jane

Film post-production
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