Brand Extensions and Point-of-Sale Storytelling for Krispy Kreme

How does an iconic national brand celebrate its history while staying relevant in the hashtag era?

The Challenge

Krispy Kreme “glazed” trails in the doughnut marketplace by creating a feast for customers’ senses. But customers were unaware of the brand’s decades-long legacy of innovation.

The Big Idea

Celebrate in technicolor. Launch a Krispy Kreme in-store experience as colorful and delightful as their doughnuts.

We invented a retro-funky visual language rooted in 1976 culture.

We rewarded fans for sharing their experiences.

We shared our story in formats that evoked the kid in everyone.