The fried chicken fast food multinational has launched two limited edition “Finger Lickin’ Good Nail Polishes” in Hong Kong, inspired by its top flavours (Original and Hot & Spicy). They come in brown and red respectively.
Market research firm Mintel’s recent report on China outlined that innovative responses to consumer preference is now essential for brands in the country.
“The key to the future success of Chinese brands lies in innovation and brand building, while international brands will, in general, need to work to localise their product or service offerings to the particular taste and spending preferences of Chinese consumers,” the firm explains.
Why did the chicken cross into a new sector?
The launch plays a part in the company’s wider strategy to make inroads across China and Hong Kong, according to Forbes correspondent Marianna Cerini, who notes that it’s just the latest in a string of KFC marketing gimmicks.
“The fast-food chain – one of the country’s most popular – has recently unleashed a series of clever marketing props to keep luring in its Chinese consumers,” Cerini writes.
Pop culture success
KFC’s recently ploys in China have various tried to corner aspects of popular culture in order to plug its chicken among younger consumers, who increasingly respond to the merging of industries and sectors under the banner of pop.
Indeed, the company recently launched its first tech-driven concept store in Shanghai, where consumers are served up their orders by a robot and pay for them on their mobiles, and the launch was fronted by popular Chinese singer, Lu Han.
The polish has a very limited shelf-life: it lasts only five days following production, and once applied must be eaten within five minutes. With its associated Facebook marketing inviting consumers to vote on the flavours, KFC no doubt hopes the campaign’s impact will be a little longer-lasting.