afaqs!

Capturing the first moments of sinful delight

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | July 25, 2011
In its new campaign, fast food brand KFC talks about its newly-launched product range, Krushers Kafeccino, and the delight it brings on the faces of those who try the beverage for the first time.

Kentucky Fried Chicken, popularly known as KFC, has launched a new range of cold coffee to beat the heat. To promote the new range, Krushers Kafeccino, the fast food chain has launched a new campaign based on the insight of youngsters capturing their favourite moments for posterity, in a typically digital fashion.

The television commercial titled Kafeccino, revolves around a young girl who comes to KFC with friends and orders three cold coffees; the server at the counter smiles and asks if this is her first time. The bemused girl takes the drinks to her table and takes a sip. Her friends, who are already KFC Krushers Kafeccino fans, gear up to click her picture while she experiences the blast of sinful flavours of coffee, chocolate cookie crumble and whipped cream for the first time.

In an official communiqué, Dhruv Kaul, director, marketing, KFC India, says, "While KFC Krushers has been strongly established as a beverage of choice for teens and young adults when they want to hang out, chat and catch up, the introduction of the KFC Krushers Kafeccino range takes beverage to the next level -- this is truly cold coffee with a twist, great tasting in the inimitable Krushers style."

Speaking on the idea, Piyush Pandey, executive chairperson and creative director, South Asia, Ogilvy, says, "It's not just another cold coffee; it's a unique offering from the house of Krushers -- with a surprise in every sip. We decided to bring alive the daily moments in friends' lives in this campaign, in a refreshing and fun way."

According to Ajay Gahlaut, executive creative director, Ogilvy Delhi, the campaign captures the idea of the experience of drinking KFC cold coffee for the first time.

Apart from the TVC, which is currently on air, KFC is promoting the latest offering through on-ground in-store activations, as well. The time slot of 3 pm-7 pm has been officially declared 'Kool Hours' at select KFC outlets in certain cities. Furthermore, customers are photographed enjoying their drinks with their gang and hard copies of the photos are shared with them in KFC Krushers Kafeccino branded frames. The best images are then put on the Kool Hours Wall, created at the stores across the country.

Moreover, customers can log on to the KFC Facebook page (http://www.facebook.com/KFCinIndia) and add their photos on the online Kool Hours Wall.

A delightful catch

While the concept of the campaign has been much appreciated by the advertising fraternity, the overall feeling is that it is the execution where the TVC has failed to capture the attention. Industry professionals are of the opinion that the story could have been told in a more interesting manner.

Amer Jaleel, national creative director, Lowe Lintas, says, "The idea of the TVC, which focusses on capturing the expression of someone who is drinking the cold coffee for the first time, is good. However, the commercial is too long in terms of duration. It is a classic example of a 'FMCG kind of advertising'. I feel the end is a little tame."

Remarks Naresh Gupta, national planning director, Cheil Worldwide, Southwest Asia, "The commercial does one thing well -- the first-timers will end up saying it's good. Krushers is now a well-established offering from KFC. If there is something new, then it needs to be brought out in a far more lively way. This does not tell me what the twist is in Krushers. The commercial looks more like a YouTube amateur video. Even at the basic level, it does not have enough appetite appeal. It's a story of what could have been a very good commercial, but ends up being flat."

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