KFC Launched Drinks Sub-brand, KWENCH by KFC® via Special
KFC launches KWENCH by KFC® drinks range by performing global hit using the drinks themselves via Special, and It's All You Can Drink About
KFC has launched its new specialty drinks sub-brand, KWENCH by KFC®, with a campaign from Special that recreates iconic hit ‘Can’t Get You Out of My Head’ entirely through the sounds of the real drinks.
Introducing 11 flavours across four territories - Krunch Shakes, Boba Refreshers, Sparkling Lemonades, and Frozen Spiders, KWENCH by KFC® marks KFC's move into the speciality drinks category, with the campaign positioning the new offering as an irresistible craving that consumers can't get out of their heads.
Titled "It's All You Can Drink About", the campaign launches with a music video directed by Revolver’s Leilani Croucher. Music studio Rumble carefully recreated the global hit by recording and sampling the real sounds of sipping and slurping KWENCH by KFC® drinks.
Crafted by Special, the campaign is designed to establish KWENCH by KFC® as a premier drinks destination for new customers, while giving long-time KFC fans another reason to visit.
The creative strategy taps into the growing popularity of speciality beverages and their evolving role in rituals, self-expression and social connection.
Research shows 70%* of consumers say the beverages they choose reflect their identity or mood*, and 40% say they enjoy experimenting with and trying new drinks**.
Building on these insights, Special sought to tap into the rituals and cravings driving the category, positioning KWENCH by KFC® as more than just another refreshment option.
Special CCOs, Tom Martin and Jules Schreiber, said,
“With a promise like ‘It’s All You Can Drink About’, the launch campaign had its work cut out. How can it possibly be as memorable as the drinks themselves? Recreating an iconic anthem from the sounds of sipping KWENCH by KFC® meant we had a real reason to put the drink at the heart of every frame, and to capture an authentic music video that taps into culture while also working its absolute socks off.”
The new range includes Sparkling Raspberry Lemonade, Watermelon Boba Refresher, Caramel Krunch Shake and Chocolate Krunch Shake, with KFC establishing KWENCH by KFC® as a permanent offering with its own identity, distinct from the brand's iconic food menu.
KFC Marketing Director, Holly McCarthy, said,
“Continuing to reinvent ourselves is central to the KFC story, and KWENCH by KFC® is proof of that evolution in action. We wanted to create something truly disruptive that’s designed to bring a new audience to KFC, while giving our existing fans a fresh reason to visit."
“Great brand work does more than just tap into culture for five minutes, and with KWENCH by KFC® we’re launching a new permanent drinks sub-brand with a clear ambition: to make our beverages just as iconic and beloved as our chicken.”
Rolling out across Australia from November 3rd, the campaign will span film, cinema, out-of-home, social, earned and digital channels.
Further campaign activity is planned throughout summer as KFC looks to build awareness and drive trial of its new drinks range.
*Dentsu, Consumer Navigator, October 2026.
**NielsenIQ & CGA, Mixed Drinks Report, 2022
CREDITS
Client: KFC Australia
Chief Marketing Officer – KFC SOPAC: Vanessa Rowed
Marketing Director: Holly McCarthy
Marketing Manager: Samantha Fiorentino
Brand Manager: Renee Parsons
Brand Manager: Stevie Angell
Head of Media: Bridget Cooper
Media Manager: Christian Fox
Innovation Development Manager: Lauren Pitchers
Creative Agency: Special
Partners, Chief Executive Officers: Lindsey Evans & Cade Heyde
Partners, Chief Creative Officers: Tom Martin & Julian Schreiber
Partner, Chief Strategy Officer: Dave Hartmann
Managing Director, PR: Alex Bryant
Creatives: Jack Close & Zak Hawkins
Group Strategy Director: Heather Sheen
Senior Strategist: Adelaide Day-Collett
Executive Director: Jaimee Kerr
Senior Business Lead: Steffi Arbon
Business Director: Alicia Aguilera
Business Manager: Femke Pusey
National Head of Social: Maddie Marovino
Earned Creative Strategy Director: Kate Wilkinson
Earned Client Services Director: Georgina Thompson
Earned Creative Director: Jamil Bhatti
National Head of Production: Tash Johnson
Senior Producer: Will Sealey
Head of Stills: Nick Lilley
Finished Artist: Jen Bailey
Head of Design: Adam Shear
Design Director: Dan Jones
Film Production: Revolver
Director: Leilani Croucher
Managing Director / Co-Owner: Michael Ritchie
Executive Producer / Partner: Pip Smart
Senior Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Helen Fitzgerald
Wardrobe: Olivia Simpson
Makeup / Hair: Gavin Anesbury
Food Stylist: Jenn Tollhurst
Choreographer: Tiana Canterbury
Casting: Citizen Jane
Editor, Motion Designer, Colourist, VFX Compositor, VFX Supervisor: Scott Stirling
Additional VFX Compositor: Viv Baker
Audio Post Production: Rumble Studios
Executive Producer: Michael Gie
Composers: Daniel Orbach & Jeremy Richmond
Sound Design and Mix: Daniel Williams
Music Supervision: Level Two
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