Have a great time without drinking booze, KFC tells Chinese youth in mocktail campaign

McCann Worldgroup Shanghai has created a “playful and goofy” character to promote a new KFC mocktail called Mojito Girl.

The campaign will run on digital platforms in China, including WeChat and Weibo, throughout the summer.

Along with promoting the mocktail, the campaign will stress that fun can be had without drinking alcohol.

McCann and KFC are hoping the message will resonate after drafting in Xing Lu (Ruka), who is popular with the Chinese youth, to star in the ad as “Mojito Girl”.

“Every cocktail has its own personality,” McCann Shanghai group creative director Sally Lee said. “Hence, we have created this cute and chic character who exudes a little bit of playfulness and goofiness.”

The campaign used what McCann described as the “stream of consciousness technique”, with Xing Lu echoing the “thoughts and feelings of a Generation Z girl” with a focus on how they can have a great time without consuming alcohol.

KFC senior marketing director Jasmine Yang added: “This campaign was a bold move for us as this was the first time we are using a different approach and tonality to speak to our audience.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing