Tuesday, February 27, 2018

Is Gold Important When Branding During the Olympics?

With the Olympic Games now history, how did your brand integrate the international competition into your brand strategy, marketing campaigns, or email communications?

Two brands that stand out can be found in a unique product unveiled on February 22, toward the end of the athletic events that took place in South Korea. Krispy Kreme Doughnuts collaborated with Hershey’s chocolate and created a new doughnut called the “Hershey’s Gold” doughnut, which will be available at participating Krispy Kreme Doughnuts stores throughout the United States and Canada. A list of participating locations can be found at http://krispykreme.com/hersheysgold.

“One of the ways we bring joy to our customers is by innovating to create unique doughnuts that only Krispy Kreme Doughnuts can deliver. [This new doughnut is a] delicious pairing of Krispy Kreme’s iconic Original Glazed Doughnut, topped with pieces of the new Hershey’s GOLD bar and a salted caramel icing. This salty sweet doughnut flavor will surprise taste buds with every bite.” explained Jackie Woodward, Chief Marketing Officer of Krispy Kreme.

As a fan of Krispy Kreme sweets, I sampled the new doughnut in celebration of the Olympics and was happy with the taste.

As a brand marketer, I was surprised by the line that nearly went out the door of the Krispy Kreme store I visited in Southern California. Had this long line of consumers heard about the new Hershey’s Gold doughnut on the TV news, as I had, or were they simply buying doughnuts?

As a marketing professional, I noticed that nearly every person left the Krispy Kreme store with a box of a dozen doughnuts. I have to admit that I had entered the store with the intention of only buying four of the new Hershey’s Gold doughnut, but I too, left with Krispy Kreme’s signature box of a dozen.

So, was the tie-in to Olympic gold the reason for this doughnut’s attraction, or was the reference to Olympic gold not important? Only those who’ve sampled Krispy Kreme’s Hershey’s Gold can be the judge.

Image credit: Krispy Kreme Doughnuts.

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