KFC Launches KWENCH Drinks Range With Music-Led Campaign Recreating Kylie Minogue's Hit
The campaign reimagines Kylie Minogue's hit using sounds of the drinks
News
KFC has entered the speciality beverages category in Australia with the launch of KWENCH by KFC, a new permanent drinks sub-brand featuring 11 flavours across four categories: Krunch Shakes, Boba Refreshers, Sparkling Lemonades and Frozen Spiders.
To introduce the range, KFC has rolled out a music-led campaign titled 'It's All You Can Drink About', developed by creative agency Special. The campaign recreates Kylie Minogue's iconic hit 'Can't Get You Out of My Head' using sounds recorded from the drinks themselves.
Directed by Leilani Croucher of Revolver, the campaign's music video uses audio samples of sipping and slurping KWENCH beverages. Music studio Rumble worked on recreating the track, turning everyday drinking sounds into a recognisable musical composition.
The campaign aims to position KWENCH as a new drinks destination, attracting younger consumers while giving existing KFC customers another reason to visit its outlets.
According to research cited by the agency, 70% of consumers say their beverage choices reflect their identity or mood, while 40% enjoy experimenting with new drinks. The campaign builds on these insights by positioning speciality beverages as part of personal expression and everyday social experiences.
Commenting on the creative approach, Special's Chief Creative Officers Tom Martin and Jules Schreiber said recreating an iconic anthem using the sounds of the beverages helped put the product at the centre of the campaign while connecting it with popular culture.
KFC Marketing Director Holly McCarthy said the new sub-brand reflects the company's efforts to evolve its offerings, attract new audiences and give existing customers fresh reasons to engage with the brand.
The campaign rolled out across Australia from November 3, spanning film, cinema, outdoor advertising, social media and digital platforms. Further promotional activity is planned throughout the summer to build awareness and encourage product trials.