For US consumers, speed and convenience are a must in their daily lives. Especially when making BBQ, which is practically a religion or a national sport in America. So Kingsford® Match Light®, a charcoal that makes lighting quick and easy is prime for the American audience. Each briquet features the right amount of lighter fluid, so they can light their grill with just a match.

With speed as the primary product benefit, we wanted to communicate the speed of the fastest predators alive: a cobra, a chameleon and an eagle.