# Narrative-Driven Co-Branding Campaigns KFC & MTN DEW Debut Sweet Lightning in a Quirky Campaign By Kalin Ned | Published 2019-06-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cobranding-campaign References: [prnewswire](https://www.prnewswire.com/news-releases/mtn-dew-introduces-sweet-lightning-available-exclusively-at-kfc--a-bold-new-beverage-to-pair-perfectly-with-the-colonels-11-herbs-and-spices-300865032.html?tc=eml_cleartime) & [youtube](https://www.youtube.com/watch?v=cO9pXfyjfjQ) A new co-branding campaign has surfaced from a collaboration between [MTN DEW](https://www.trendhunter.com/trends/frozen-drink) and [KFC](https://www.trendhunter.com/trends/kfc-and-icee). 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. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 20% | Activity: 67% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Narrative-driven Co-branding:** Brands can leverage the power of story-telling to create unique and memorable co-branding campaigns that captivate audiences. - **Collaborative Product Launches:** More and more companies are partnering to introduce new and unique products that capture consumers' attention and drive sales. - **Character-driven Marketing:** Creating memorable brand characters can help companies stand out in a crowded marketplace and build a strong emotional connection with consumers. ### Industries Being Reshaped - **Food & Beverage:** The food and beverage industry can collaborate with complementary brands to launch new products and create engaging co-branding campaigns. - **Entertainment:** Entertainment companies can partner with brands to develop character-driven marketing campaigns that resonate with audiences and create memorable moments. - **Advertising:** Advertising agencies can help brands develop narrative-driven co-branding campaigns that creatively tell stories of collaboration and innovation. ## Related on Trend Hunter - [Mountain Soda Campaigns](https://www.trendhunter.com/trends/the-mountain-dude.md) - [Co-Brandeed Promotional Campaigns](https://www.trendhunter.com/trends/flamin-hot-brands.md) - [Frozen Carbonated Drink Partnerships](https://www.trendhunter.com/trends/kfc-and-icee.md) - [Branded Icy QSR Refreshments](https://www.trendhunter.com/trends/frozen-drink.md) - [Sauce-Driven Fried Chicken Campaigns](https://www.trendhunter.com/trends/big-chicken-big-dip-energy.md) - [Co-Branded Wingman-Themed Promotions](https://www.trendhunter.com/trends/wingman-wednesday.md) - [Beverage-Branded Music Events](https://www.trendhunter.com/trends/to-hell-with-mtn-dew-flamin-hot.md) - [Specialty Sauce-Focused Campaigns](https://www.trendhunter.com/trends/big-dip-energy.md) - [Pop Culture-Inspired Beverage Campaigns](https://www.trendhunter.com/trends/travis-kelce1.md)