Tuesday, August 15, 2017

Is Your Brand Promoting the Eclipse?

It's extremely rare for me to blog about the same food group, let alone the same food, two posts in a row, however, the upcoming eclipse on August 21, 2017, warrants a second post about doughnuts.

According to Wikipedia, "An eclipse is an astronomical event that occurs when an astronomical object is temporarily obscured, either by passing into the shadow of another body or by having another body pass between it and the viewer...An eclipse is the result of either an occultation (completely hidden) or a transit (partially hidden)...The term eclipse is most often used to describe either a solar eclipse, when the Moon's shadow crosses the Earth's surface, or a lunar eclipse, when the Moon moves into the Earth's shadow."

According to NASA, "Experiencing a total solar eclipse where you live happens about once in 375 years. So, unless modern medicine advances considerably in the next few years, you might not make it to the next one. The last time anyone in the United States witnessed a total solar eclipse was almost 40 years ago, on February 26, 1979. It's been even longer - 99 years - since a total solar eclipse crossed the country from the Pacific to the Atlantic. The total eclipse on June 8, 1918, passed from Washington to Florida."

The only safe way to look directly at the uneclipsed or partially eclipsed sun is through special-purpose solar filters, such as “eclipse glasses” or hand-held solar viewers. Learn all you need to know from NASA at https://eclipse2017.nasa.gov/safety.

So, with all the buzz about the eclipse, how can brands capitalize on the buzz and also join in the fun? One brand in particular has hit a home run with its marketing campaign to promote the eclipse. For the first time, Krispy Kreme’s Original Glazed Doughnuts will be "eclipsed by a mouth-watering chocolate glaze" to coincide with the solar eclipse on Monday, August 21, at participating United States shops. Doughnut fans can get an early taste on Saturday and Sunday, August 19-20.

“The solar eclipse is a rare occasion providing a total sensory experience for viewers across the continental United States. Chocolate will have the same effect as we introduce a first-time chocolate glazing of our iconic Original Glazed Doughnut. The Chocolate Glazed Doughnut is a delicious way to experience the solar eclipse – no matter where you are – and we can’t wait for fans to try it. Be one of the first to try the tastiest eclipse in history. Find a Krispy Kreme shop near you by going to www.krispykreme.com/Eclipse,” announced Jackie Woodward, Chief Marketing Officer of Krispy Kreme Doughnuts.

Headquartered in Winston-Salem, North Carolina, and founded in 1937, Krispy Kreme doughnuts can be found in approximately 12,000 grocery, convenience, and mass merchant stores in the United States. The company has more than 1,300 retail shops in 31 countries.

Finally, if you've become a fan of eclipses after reading this post, here are some dates to add to your calendar:

  • The next total solar eclipse in the United States will be on April 4, 2024. 
  • The next eclipse similar to the one on August 21, 2017, that moves from coast to coast, will be on August 12, 2045.
If you have questions about all the eclipse lingo you've heard in the news, check out NASA's glossary of eclipse terms at: https://eclipse2017.nasa.gov/eclipse-glossary.

On Monday, after the eclipse, guess where I'm going? The nearby Krispy Kreme store, of course. I cannot wait to celebrate the event with the limited edition Krispy Kreme Chocolate Glazed Doughnut! How about you?

Image Credit: Krispy Kreme Doughnuts.

Tuesday, August 8, 2017

Branding Less Than Donuts

In today's competitive coffeehouse race for customers, Dunkin' Donuts is making some significant branding changes. According to industry experts, Dunkin' Donuts has a name that doesn't jive with calorie-conscious consumers. With donuts in the name, they wonder, how can it compete with Starbucks, Coffee Bean & Tea Leaf, Peet's Coffee, and more?

When a variety of factors indicate a need for drastic change, the time has come for a new marketing strategy. This is exactly what this Massachusetts-based chain founded in 1950, is in the process of unveiling. Visit one particular Dunkin' Donuts in Pasadena, California, and you'll see a new sign: Dunkin’. Coffee and more.

According to the company's announcement:
"The branding experiment in Pasadena marks the start of a trial period during which the company will gauge customer response and evaluate whether to take the new name nationwide. There are more than 11,300 Dunkin’ Donuts stores worldwide. Most, about 8,500, are spread across 41 states. The 3,200 international locations span 36 countries."

If you were curious, industry leader Starbucks operates in 70 countries with more than 24,000 total stores.

The company announcement continued:
“While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as “Dunkin’. The name change shouldn’t come as a big surprise to customers. We've been referring to ourselves simply as Dunkin’ in our advertising for more than a decade, ever since we introduced our ‘America Runs on Dunkin’ ’ campaign. We'll introduce new storefront signage at an unspecific number of additional restaurants later this year [but] It will be late 2018 before any final branding decisions are made."

So what do you think? 

Has Dunkin' Donuts made a good decision to drop the word "Donuts" from its name? What about its brand equity, brand experience, and brand story? The brand has a relationship with its customers and fans, and its name is part of the overall brand experience. Will "Dunkin'. Coffee and more." create the same brand experience? Only time will tell - donuts certainly won't.

Image Credit: Dunkin' Donuts.