London, UK — China is opening up again for licensing. It’s leading quick service restaurant brand, KFC, have partnered with UK brand Pets Rock to promote their ‘Messy Cola’ drinks launch in June. Messy drinks and deserts feature a high content of chocolate powder and are highly popular in China.

Tapped by advertising agency Normcore, Pets Rock characters will feature in a major campaign, launching with a series of online marketing activities and themed restaurants to bring Pets Rock joy across the country this summer.

“Pets Rock characters fit the keynote of this campaign” say Normcore “Pets Rock embodies KFC China’s brand positioning of ‘coolness’ and ‘fashionableness’.”

“We are delighted to be partnering with KFC China on this fun promotional campaign.” says Kate Polyblank, managing director of the Pets Rock brand. “KFC is one of Chinese consumers most popular dining experiences and has high visibility. We are looking forward to seeing Pets Rock brand awareness soar.”