The classic Fresquito lollipop is now available as a special edition KFC x Fresquito lollipop in the shape of a chicken drumstick and coated with a tangy, crunchy powder representing the fried chicken chain's signature fried chicken breading.
To launch the fun candy in the shape of a chicken thigh, KFC Spain and Fiesta unleashed an outdoor campaign covered in crayon and marker drawings. “The KFC Fresquito is made especially for kids. But kids don’t care about brand books, logos, or final artworks," explained Ana Pintané, Senior Creative Copywriter at PS21, "They care about having fun, making a mess, and drawing where they’re not supposed to. They have their own way of communicating—and this is it. A campaign made by kids, for kids.
What's Driving This Trend
- Novelty Candy Collaborations
- The creation of the KFC x Fresquito lollipop highlights a trend in brands collaborating to create novelty candies that merge distinct flavors and themes.
- Experiential Branding Strategies
- Brands are increasingly employing unconventional outdoor campaigns, such as KFC Spain's kid-themed graffiti, to create dynamic interactions that resonate with specific audiences.
- Food-inspired Confections
- Confectionery products are evolving to mimic the taste and appearance of popular food items, expanding the boundaries of culinary-themed candies.
Who This Affects Most
- Confectionery
- The confectionery industry is seeing a rise in partnerships with food brands to craft unique flavor profiles and shapes that captivate consumers.
- Fast-food Chains
- Fast-food chains like KFC are leveraging cross-industry collaborations to expand their brand presence beyond traditional food outlets.
- Outdoor Advertising
- Outdoor advertising is being redefined with playful and interactive elements, exemplified by the child-centric campaign for the KFC Fresquito lollipop.
