2020/2021 Winners & Shortlists

Background

Spicy food has a bad reputation amongst those who like to look good. Especially women – who are less likely to be seduced by the challenge of extreme spice. Which is odd when you think about it, because blushing, sweating and heavy breath are all signature characteristics of a healthy lifestyle. In fact, women use blusher for exactly that reason. And thus, our creative idea was born: we showed women, that in fact, spice looks good on them! To let them in on our secret, we launched this spicy wrap as a beauty product with astonishing end results: Natural Rosy Cheeks.

Describe the creative idea (40% of vote)

For ages, advertising has spewed the same rhetoric about spicy food, especially in the MENA region, where food isn’t food unless it’s covered in spice and the over the top “masculine” challenge approach is the norm. This has led to spice having an intimidating reputation – especially amongst women who are less likely to be attracted to the challenge of extreme spice. Which is a shame, because when taking a deep-dive into the world of spice, we found doctors and nutritionists have a very different story to tell. According to them, spice has remarkable health benefits, from lowering blood pressure to weight loss and skincare routines. This insight helped us bridge the gap between the perception of spicey food among women in the region, and how we could break through the stereotypical macho spice ads that make spice about a “challenge” rather than a delicious, blush inducing experience.

Describe the execution (40% of vote)

Turning the new spicy Ghost Pepper Twister into a makeup product to attract a female target, meant appropriating the beauty world and using typical beauty tropes to launch our beauty product. The campaign’s look and feel captured the essence of the category through posed models, elegant lighting, dynamic typography and stunning makeup styling – all perfected to showcase the Ghost Pepper look, sample the look, and even try the look! We also designed premium packaging for our makeup tool – a metallic casing with built-in mirror and classy embossing that helped take a simple spicy wrap to a whole new level of wow. By high-jacking the beauty world we directly impacted our target in a unique and surprising way.

List the results (20% of vote)

• Media impressions 13,500,000+ across region • 2 x higher completion rate for women • Sales increased by 14% compared to previous launch • 50% increase in female traffic on KFC app