Japan eats 40 billion pieces of fried chicken every year. But traditionally, it’s served with tea or local beer. So how could we encourage more people to drink Coke whenever they eat karaage?
The answer was hidden in plain sound: the sizzle of fried chicken sounds identical to the fizz of a freshly poured Coca-Cola. Taking a nod from Japanese gameshow culture, we launched Sizz or Fizz, a nationwide guessing game on radio, social and DOOH. And those who guessed correctly won a Coke (to enjoy with their fried chicken, of course).
In Japan, fried chicken is traditionally paired with green tea or local beer. A food pairing that’s especially challenging when KFC sells Pepsi products. So how could we get people to order a Coke whenever they eat kaarage? Turns out, a freshly poured Coca‑Cola fizzing is indistinguishable from the sound of fried chicken sizzling. So we took a cue from Japanese gameshow culture and created a guessing game across radio, OOH, and social. With one simple question: Fizz or sizz?
