How KFC & Jollibee Made People Queue for Branded SWAG — And How Your Brand Can Do the Same with Custom Merch
When KFC Singapore dropped cat-themed keychains in January 2025, fans cleared shelves within hours. By July, Jollibee and Coca-Cola repeated the formula for SG60, proving custom branded keychain SWAG weren’t a fad — they were 2025's most effective brand activation
What Was the Campaign About?
January 2025 – KFC x Mofusand
3 week keychain campaign collab with mofusand. ImageSource: Facebook
Each week, KFC released a new design:
Bucket cat
Egg tart cat
Drumstick cat.
To get one, customers had to buy a special meal set. Other limited items included red packets, sticker sheets, and even an 8-inch plushie. There were limits per customer, which only fueled the hype.
A user showing its love explaining how keychains are sold for 4x the value. ImageSource: Instagram
Result at a Glance:
Sold out within hours of launch
Resold for up to 4x original price on Carousell
Fans sharing on Instagram & TikTok, driving organic buzz
July 2025 – Jollibee × Coca-Cola SG60
To celebrate Singapore’s 60th birthday, Jollibee set out to replicate KFC success by partnering with Coca-Cola to release limited-edition co-branded keychain charms.
Limited Edition jollibee x Coca cola keychain. ImageSource: GreatDealSingapore
Each design featured a different brand icon:
Chickenjoy bucket
Jolly Spaghetti
Peach Mango Pie
Classic Coca-Cola bottle
Redemptions were capped at one per receipt, keeping demand intense across all outlets.
An Instagram user showcasing exclusive collection product. ImageSource: Instagram
Result at a Glance:
Sold out within days of launch despite premium meal pricing
Social buzz exploded under #SG60Joy across social media
Resold for 2x the value, proving strong demand
3 Reasons This Worked for KFC & Jollibee
Social Reach Without Ad Spend
Offering something unique, KFC's cat keychains and Jollibee’s SG60 charms spread fast on Instagram and TikTok. Fans created the content, giving both brands free visibility.
2. Scarcity That Drives Sales
Instead of a boring “free gift with purchase,” this was a collectible moment. Limited edition. Surprise plush inside. A plush toy that looks like your kopitiam breakfast? That’s not your average grocery promo.
3. Long-Term Brand Presence
Unlike disposable freebies, keychains last. They stay attached to keys, bags, and wallets, keeping logos in front of customers every day.
Mofusand has sparked a wave of “keychain chaos. ImageSource: Insidertail
Why This Strategy Is Perfect for Small Brands Too
Keychains are:
Low-cost to produce
Always in-hand (keys, bags, wallets)
Easy to design around your brand vibe
Great for giveaways, launches, loyalty rewards
Unlike digital ads, keychains are a tangible, daily reminder of your brand.
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