With a multitude of options, including international chains and local restaurants, it is harder than ever for brands to differentiate themselves in Hong Kong’s casual dining market. KFC’s world famous ‘It’s Finger Lickin’ Good’, a foreign slogan wasn’t familiar amongst Hong Kongers – it’s a line that stands for innovation, great taste and good times. We needed to transcend language barriers and create something that triggered conversations and change perception of what Finger Lickin’ Good is.

Our campaign launched with a single cryptic Facebook post to help build buzz. We then invited local celebs, press, plus food and fashion bloggers to an exclusive tasting event where they could try the edible nail polish and do food pairing with other KFC products. KOLs live blogged the event, pushing our message out in real time. The nail polish bottle and packaging took its design cues from the world of fashion to appeal to our young style-conscious target audience. We also created a music video that was released on social media featuring a local beatboxer and tutting dancer – with a unique catchy track and hand choreography that dramatised the act of applying, drying and consuming the edible nail polish.