MADRID, SPAIN – This summer, KFC Spain teams up with Licor del Polo Junior —the most popular children’s toothpaste in the country— to launch the first-ever toothpaste-flavored ice cream. The campaign, developed by creative agency PS21, turns the iconic claim “9 out of 10 dentists recommend it” into the core insight of the campaign, blending humor, classic toothpaste advertising codes, and references to the dental sector to create a strong connection between both brands.
Licor del Polo Junior is one of the most recognizable children’s toothpastes in Spain, especially known for its sweet strawberry flavor —a taste that turned a daily routine into a moment kids actually looked forward to. In a bold move toward innovation, KFC has brought that childhood craving to life by creating the first toothpaste-flavored ice cream in the QSR sector. The product blends a cream base with a syrup that faithfully recreates the signature strawberry toothpaste flavor —now adapted into an ice cream format for a refreshing, playful and unexpected experience.
The main campaign piece, built on humor, is led by a cast of dentists. A voiceover boldly claims that “9 out of 10 dentists recommend the new Licor del Polo Junior ice cream from KFC,” while the dentists, visibly uncomfortable, shake their heads in strong disagreement. Their reactions are dubbed with the opposite message, including phrases like “Yes, absolutely. I totally recommend it,” creating a humorous contrast between image and audio.
The spot ends with a close-up shot of the product, where a dental magnifying glass zooms in on the ice cream toppings to reveal tiny sugary molars —a visual nod to the dental world.
“We’ve made a childhood dream come true: eating Licor del Polo Junior without our moms getting mad. We suspect lots of people will feel the same. Maybe not dentists. But definitely everyone else,” say Alfonso Moreno and Rubén Caja, Associate Creative Directors at PS21.
The 20” spot, directed by production company Petra Garmon, has been broadcast on TV, digital platforms, KFC’s mobile app, and across online and in-store locations. The ice cream comes in three formats: frozen tub, shake, and sundae, starting at €2.99. The media strategy, developed by Arena Media, includes premium formats such as exclusive TV blocks and YouTube ads —the platform most relevant to KFC’s audience.
