COMMUNITY VOICE

Krispy Kreme goes SuperHeroic

Posted: April 28, 2016 by
Package Design Reader Dan Barron

Breaking this week, special packaging and mobile/online advertising promote “SuperHero Day,” April 28th, when customers at participating Krispy Kreme, Winston-Salem, NC, stores (in 43 states, plus D.C.) will get a second one-dozen box of Original Glazed doughnuts, free with first dozen purchased. The work is by advertising agency Baldwin&, Raleigh.

The comic-inspired, one-dozen SuperHero carton (the illustrator, Marc Laming, has worked for Marvel, DC, Fleetway, Dark Horse, Dynamite and other publishers) is a four-way first-ever for Krispy Kreme: It’s their first promotion to go totally outside the company’s standard corporate design identity. It’s printed sideways, to open from left (comic-book style), instead of from the top. The offer copy is playful and topical (“Buy a dozen. Get a free original glazed dozen for your sidekick.” “Costumes not required. Just super encouraged.”), rather than legalese. And it’s the first, with its caped and masked Ks on bottom, to alter Krispy Kreme’s initials logo.

The offer is supported by Flash banner advertising, in a contextual buy targeting consumers with superhero movie interests and within 10 miles of a Krispy Kreme, via networks TURN and Verve Mobile.

National Superhero Day was originated in 1995 by employees of Marvel. Krispy Kreme first participated last year. Because... why not? Superheroes are fun.

Baldwin& creative directors are David Baldwin and Bob Ranew.

Baldwin& is a digital/advertising/design/brand/content practice in Raleigh, N.C. Cients include Krispy Kreme, Cree Light Bulbs, Red Hat, Habitat for Humanity, and Ponysaurus.
baldwinand.com

Event Promotion Fact Sheet

Client:             
Krispy Kreme, Winston-Salem, N.C. (NYSE: KKD)

Agency:            
Baldwin&, Raleigh, N.C.

Brief/BOGO offer:        
On April 28th, “SuperHero Day,” customers at participating Krispy Kreme stores (in 43 states, plus D.C.) will get a second one-dozen box of Original Glazed® doughnuts, free with first dozen purchased.

Promoted via:            
Special packaging and mobile/online advertising.

SuperHero carton is Krispy Kreme’s first-ever to:        

  • Disregard company’s corporate design identity standards.
  • Open from left (comic-book style), not top.
  • Tweak offer copy (“Buy a dozen. Get a free original glazed dozen for your sidekick.” “Costumes not required. Just super encouraged.”)
  • Alter Krispy Kreme initials logo (caped and masked Ks on bottom).

Box size:                
One-dozen, 11” x 14.5”

Advertising support:        
Flash banners. Contextual buy targets those with superhero movie interests and within 10 miles of a Krispy Kreme, via networks TURN and Verve Mobile.

National Superhero Day:    
Originated in 1995, by employees of Marvel. Krispy Kreme first participated last year. Because... why not? Superheroes are fun.

CDs: David Baldwin, Bob Ranew

Illust: Marc Laming, Hatfield, U.K.
Has illustrated Marvel, DC, Fleetway, Dark Horse, Dynamite and other comics.

Breaks:                
This week (week of April 25)

 

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Company Name: 
Conroy Barron Public Relations