KFC & MTN DEW Debut Sweet Lightning in a Quirky Campaign
Ahead of the beverage’s launch — this is scheduled for July 1st, MTN DEW and KFC facilitate a narrative-driven co-branding campaign which introduces a new character. Appropriately dubbed ‘Sweet Lightning,’ the mascot is a dapper-looking fellow in a yellow suit which effortlessly ties to the aesthetic of the new drink. The plot follows the newly introduced character — “MTN DEW’s new pitchman,” as he interacts with KFC’s Colonel and lands a job.
This approach to a co-branding campaign draws value from the fascination with the fictitious and borders strongly on entertainment.