We had to find a way to launch our spicy Ghost Pepper Twister in a way that bypassed the cliched way that spice was portrayed in advertising – mostly men demonstrating the challenges of finishing a spicy meal – and invite females to the table who in the past have been overlooked in this category specifically.

We wanted to change what it meant to eat something spicy, and we wanted to change what it meant to sell something spicy.

So instead of spewing the same rhetoric about spicy food - aka sweaty foreheads, red eyes, flaming mouths - we disrupted the norm and rebranded spice by infiltrating the beauty category and giving our new spicy wrap a complete makeover.

We know that KFC’s non-spicy Twister has great affinity with women because of its lower carb intake and less-messy aesthetic.

The challenge: How do we get the same love for our spicy wrap as we have for our non-spicy wrap? By spotlighting the remarkable health and cosmetic benefits of spicy food.

We did this by turning our Ghost Pepper Twister into a beauty product with a stunning advantage: Natural Rosy Cheeks.

This meant going where no fast food brand has gone before: The Beauty World. Instead of following the broad, masculine and over-the-top approach, we went specific and fine-tuned our media strategy to be where our women were: inside beauty salons, next to Sephora, inside Elle beauty magazine, and even on beauty influencers’ benches.

The Spice Looks Good on You campaign all started with a TVC demonstrating the Ghost Pepper’s cosmetic benefit in 3 easy steps: Bite, Rush, Blush.

Followed by a perfectly-posed look and feel typically found in the beauty category.

We partnered with famed beauty magazine ELLE and featured the spicy Twister with a competitive edge.

We designed premium packaging distributed to beauty influencers who glamorized the look through a range of unboxing content and product tutorials.

Special vouchers to redeem in-store were placed inside all special packaging.

Pop-up beauty booths sampled the Ghost Pepper effect, next to famed beauty brands like Sephora in one the most visited malls in Dubai.

We also showcased our Twister in beauty salons to further entice women to try it.

And the women… noticed!

• Media impressions 13,500,000+ across region

• 2 x higher completion rate for women

• Sales increased by 14% compared to previous launch

• 26% increase in female traffic on KFC app