Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

KFC & MTN DEW Debut Sweet Lightning in a Quirky Campaign

 - Jun 12, 2019
References: youtube & prnewswire
A new co-branding campaign has surfaced from a collaboration between MTN DEW and KFC. The two companies have joined forces to debut the refreshing Sweet Lightning drink which is characterized by notes of peach and honey.

Ahead of the beverage's launch — this is scheduled for July 1st, MTN DEW and KFC facilitate a narrative-driven co-branding campaign which introduces a new character. Appropriately dubbed 'Sweet Lightning,' the mascot is a dapper-looking fellow in a yellow suit which effortlessly ties to the aesthetic of the new drink. The plot follows the newly introduced character — "MTN DEW's new pitchman," as he interacts with KFC's Colonel and lands a job.

This approach to a co-branding campaign draws value from the fascination with the fictitious and borders strongly on entertainment.