At the centre of the campaign is Shmarmy Kush, “a self-proclaimed Face Yoga guru.” As explained on BizCommunity.com:
Face Yoga is an invented technique, where one practices the art of pulling one’s face into different ‘poses’ in order to relax. “The campaign was inspired by the physical makeup of the new product, which is thick and chunky and so requires the use of all your facial muscles to slurp it up,” explains Ogilvy & Mather Johannesburg creative director, Mike Martin.
In the same way, that yoga strengthens muscles and induces relaxation, so Face Yoga prepares you to drink the new drink, resulting in the ultimate chill.
And you know what’s totally chill? India, and all things related (ie, yoga). Check this:
Om-ing chills you out and prepares you for this icy sugar-loaded chunky drink from KFC.
At the moment, there are five Shmarmy webisodes, in which he guides viewers through a series of Face Yoga poses. The target demographic for this product and campaign are youth and students, obviously; and include the “Yes I can listen to you and tweet” and the “I’m LOL-ing but still don’t get the joke” pose.