Many brands are successful at telling and sharing their stories or their brand purpose. Some brands excel at this form of marketing, also known as brand storytelling. However, there are few that rival the effectiveness of Krispy Kreme. Here's a look back at 2024 through the lens of this clever food brand.
But first, some history. According to Wikipedia, "Krispy Kreme, Inc. (previously Krispy Kreme Doughnuts, Inc.) is an American multinational doughnut company and coffeehouse chain. The company was founded by Vernon Rudolph, who bought a yeast-raised recipe from a New Orleans chef, rented a building in 1937 in North Carolina, and began selling to local grocery stores. Steady growth preceded an ambitious expansion as a public company in the period from 2000 to 2016, which ultimately proved unprofitable. In 2016, the company returned to private ownership under JAB Holding Company, a private Luxembourg-based firm. In July 2021, Krispy Kreme became publicly traded again on the Nasdaq. The brand name is a deliberate non-standard spelling of 'crispy cream,' for marketing effect."
Although initially based on informal advertising, such as word-of-mouth, in 2006, Krispy Kreme began using television and radio advertisements. On a personal note, when my aunt first heard that a Krispy Kreme store was moving into her Southern California suburb, she could hardly contain her excitement and was one of the first to purchase a dozen.
In March 2021, Krispy Kreme announced that they were providing a free Original Glazed doughnut every day (except Thanksgiving Day and Christmas Day) for the rest of that year to customers in the United States who could prove that they had received a COVID-19 vaccine.
Truly an international company, Krispy Kreme operates in Canada, Egypt, France, United Kingdom, Australia, New Zealand, South Africa, Lebanon, Turkey, India, Dominican Republic, Iceland, Ireland, Kuwait, Guatemala, Mexico, Costa Rica, Panama, Colombia, Peru, Chile, Russia, Taiwan, South Korea, Malaysia, Thailand, Indonesia, Philippines, Japan, Singapore, Cambodia, Jordan, United Arab Emirates, Qatar, Saudi Arabia, Bahrain, Hong Kong, Nigeria, Ethiopia, South Africa, and Morocco.
And now, how does Krispy Kreme align its brand with the important dates on the calendar to stay relevant and in consumers' minds? It's simple while simultaneously imaginative: the brand celebrates holidays!
Doughnuts are decorated to celebrate many holidays, and in the process, stays top of mind with customers and fans:
* DECEMBER 29-31, 2023: To celebrate the new year, two dozen doughnuts cost $20.24
* FEBRUARY: Valentine's Day Heart-Shaped Collection: You Color My World!, You're Berry Sweet!, Without You, I'd Crumble!, and I Love You A-Choco-Lot!
* FEBRUARY: Super Bowl Chocolate Iced Kreme filled football doughnuts
* MARCH: St. Patrick's Day Collection
* MARCH 17: Free Original Glazed GREEN doughnut by walking into a store wearing green
* MARCH: Spring Minis Collection for Easter
* APRIL: Total Solar Eclipse Day Collection
* APRIL: Show a friendship bracelet for a free Original Glazed Doughnut due to the success of Taylor Swift's Eras Tour
* APRIL 15: Pay only sales tax for an Original Glazed Dozen Doughnuts
* MAY 12: Mini Doughnut Collection for Mother's Day
* MAY: Dolly Parton's Southern Sweets Doughnut Collection: Dolly Dazzler Doughnut, Peachy Keen Cobbler Doughnut, Banana Puddin' Pie Doughnut, and Chocolate Creme Pie Doughnut
* JUNE 7: National Doughnut Day (of course!)
* JULY 4: Fourth of July Collection
* JULY/AUGUST: Go USA Olympics Collection
* JULY/AUGUST: Passport to Paris Collection: Creme Brulee Doughnut, Double Chocolate Eclair Doughnut, and Raspberry & Vanille Creme Doughnut
* AUGUST: Pumpkin Spice Essentials Collection
* SEPTEMBER: Barbie 65th Birthday Collection: Barbie Pink Doughnut, Barbie Berries 'n Kreme Doughnut, Malibu Dream Party Doughnut, and Barbie Sweet 65th Doughnut
* OCTOBER: Super Moon Super Doughnut
* OCTOBER: Halloween Ghostbusters Collection
* NOVEMBER 5: Show your "I Voted" sticker and receive a free Original Glazed Doughnut
* NOVEMBER: Thanksgiving Pies Collection: Chocolate Silk Pie Doughnut, Lemon Creme Pie Doughnut, Blueberry Crisp Doughnut, and Apple Crumble Doughnut
* DECEMBER: Merry Grinchmas Collection: Grinch Doughnut, Grinchy Claus Doughnut, Cindy Lou Who Merry Berry Tree Doughnut, and Santa Belly Doughnut
With all these themed doughnuts, there is no doubt as to why Krispy Kreme is one of the most beloved and well-known sweet treat brands in the world. This effective brand storytelling may be the secret ingredient.
SHARE THIS: A great salesperson knows how to tell a story in which the product is the hero. ~Peter Guber #BrandStorytelling #DebbieLaskeysBlog
Image Credits: Krispy Kreme.
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