KFC K Coffee: Freezing Point and Marketing Hotspot Together

刘翊、马亦乐

As a sub-brand of KFC, KFC K-Coffee faces the more mature domestic coffee market and the KFC brand has been deeply involved in the e-sports field for many years. It hopes to engage in dislocation competition and create a coffee drinking scene for young people through the e-sports field to enhance the coffee market. Brand share.

Case details

Brand : KFC

Brand owner : Yum China

Main agency : Mindshare (Shanghai)

Put on the market : Mainland China

Launch time : December 9, 2019-December 29, 2019

Industry : Catering

Media channels : social media, outdoor advertising, APP, online video, game live broadcast platform

Budget : 17.5 million

Case summary

As a sub-brand of KFC, K-Coffee is committed to creating a coffee drinking scene for young people; on the one hand, e-sports is loved by 400 million young people in China, and on the other hand, it has...

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