Picks of the Week: September 17, 2018
KFChill on Mindfulness Day
For Mindfulness Day, KFC in the UK and Ireland released three, minute-long meditation videos. The videos begin with sounds normal to meditation: ocean waves, falling rain and crackling fire. As the clips continue however, it is revealed that the soothing sounds are not what they seem and are actually from frying chicken, heating gravy and sizzling bacon. These videos live on KFC’s new hub called KFChill where they promote “finger lickin’ good vibes”. Along with the short advertising content, individuals can find hour-long versions of the same three sound clips meant for full meditation sessions on KFChill. The sound clips utilize ASMR, a sound trend that has gained popularity within the YouTube community, to provide listeners a calming environment for meditation. With this lighthearted campaign, KFC is looking to spark online discussion rather than be taken seriously in the mindfulness category. Meditation videos are not new for KFC as KFC US utilized psychedelic meditation videos to promote their Pot Pie in January of this year.
Diesel x Mustafa: Globalizing Pop-Culture via Fashion
Diesel’s newest campaign promotes its collaboration not with a high-end fashion label but rather a new type of creator: Mustafa. Head chef of the most popular Berlin-based kebab kiosk, Mustafa Gemüse Kebap is known as an iconic fast-food destination of the city as his kebabs attract a massive number of visitors that wait hours in line to taste their favourite pitas; pairing up with him and his kiosk demonstrates the apparel brand’s efforts to bring the local culture of Berlin worldwide via fashion and shine the spotlight on unexpected yet deserving artists.
The Diesel X Mustafa’s Gemüse Kebap collection launched on Aug. 31st at the Bread&Butter streetwear festival and the limited-edition clothing line includes a range from sweaters, shirts and hats featuring a mash-up of both brands’ logos.
This is a very on-brand approach where Diesel commits to a) celebrating the unusual b) showcasing its bold, rebellious and young personality and c) sharing a commentary that pushes the conversation forward in respect to pop-culture and what’s really on trend in the industry. In addition, it’s a great case study that mass-market fashion retailers could learn from to ensure collaborations stay fresh, express their brand’s authentic personality and touch on different platforms (like culinary) to disrupt the market and stay relevant.