KFC and its plans to hold on to its No 1 position in China

By afaqs! news bureau, New Delhi, October 10, 2017
In the crowded marketplace that is China's fast food and beverages market, how is KFC planning to stay numero uno.
KFC China is reinventing as an innovative youth brand

Mojito Girl seems an unlikely product from KFC. But the fast food major launched the non-alcoholic cocktail to attract Chinese millennials, mainly women.

That certainly was a new path to take for KFC. A customised novelty drink, felt the company, was the best way to resonate with young consumers. The campaign's purpose was to create surprise in the market and ensure a lot of noise in social media. Mojito Girl generated huge social buzz, with the launch day attracting 120 billion social mentions of the campaign, brand packaging, video and product.

KFC became younger and buzz-worthy in China. And this is probably the best way to stand out in a crowded fast food market. It is also the first time that KFC has talked to girls. The Mojito Girl herself is cute, chic, playful and goofy all rolled into one. IN China, KFC plans to continue to focus on "disruptive products", gaming, music, sports and fashion.

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Source : http://www.thedrum.com/news/2017/10/09/how-kfc-reinventing-the-brand-youthful-china