Go Cup
KFC
Situation
KFC was missing out on the large (and growing) snacking occasion. But efforts to drive snacking with new products proved too difficult to operationalize and were margin dilutive. The brand needed to find a way to capture share of the occasion using existing products in order to avoid adding complexity for a low-margin category.
Action
Patented a new piece of packaging, the Go-Cup, designed to hold a variety of chicken options and wedges. Leveraged insight that snacking occasion was primarily on-the-go by designing package to fit car cupholders.
Results
Launched nationally in 2013, Go Cups served as the hero product for value at KFC. They enabled the brand to address head-on one of its most challenging critiques — that it was not portable — by leveraging innovative packaging and compelling creative to show how far you can take your KFC.
