Prize on the Bone

KFC is launching an ice cream. People in Brazil have no idea KFC sells ice cream. To make them aware we have ice cream and drive trial we turned to a promotion. But not any promotion: we copied the most culturally relevant promotion that ever happened in Brazil. An ice cream brand ran for years a promotion called "Prize on the stick" where they would give another free ice cream if the stick of the ice cream you were having came with the message "You won an ice cream". We did the very same, but instead of printing the message on a stick, we printed on the bone of our delicious chicken drums.