Confectionary brand Fiesta has created a new version of its famous Fresquito lollipop in partnership with KFC. It’s similar to a dip dab, but with the shape and textured coating of KFC’s crispy chicken.

To appeal to its young target audience, KFC and Fiesta launched an outdoor activation in Madrid in which billboards, public buildings and cars appear to have been defaced by an army of crayon-wielding kids. While involving kids was no accident, the effect still has an unexpected, spontaneous energy.

“The KFC Fresquito is made especially for kids. But kids don’t care about brand books, logos, or final artworks. They care about having fun, making a mess, and drawing where they’re not supposed to,” says Ana Pintané, senior creative copywriter at PS21, the agency behind the campaign. “They have their own way of communicating – and this is it.”

Childlike scribbles are part of many people’s everyday lives but can be a powerful way of summoning attention when they turn up in unexpected places, as we saw with Vogue Italia’s eye-catching magazine covers from 2020.

ps21.team