KRISPY KREME
PUMPKIN SPICE PURCHASE PROTECTION
HERE’S THE THING…
Pumpkin spice hit its peak circa 2014. It’s tired.
So while Krispy Kreme’s pumpkin spice doughnut lineup was still delicious, it had no luster. And sales were down.
We needed to reinvigorate excitement.
“Pumpkin Spice is for basic b*tches.”
THE STRATEGY
Retaliate against the pervasiveness of pumpkin spice.
Pumpkin Spice Spam and kale chips? Gross. We needed to help unapologetic pumpkin spice lovers indulge in what made the season special in the first place.
THE IDEA
Pumpkin Spice Purchase Protection
You get it. It was insurance against the terrible pumpkin spice ruining the season.
If you found yourself let down by the proliferation of disappointing pumpkin spice products, Krispy Kreme had your back. When you brought in the disappointing products, Krispy Kreme traded it up for a free, tasty doughnut from the pumpkin spice lineup.
SMASHED ALL SALES TARGETS
CREATED DOUBLE-DIGIT SALES GROWTH AFTER THREE YEARS OF DECLINE
GENERATED MORE CONVERSATION THAN ANY PUMPKIN SPICE SEASON IN KRISPY KREME’S HISTORY
“WHILE KRISPY KREME REALIZES THAT THEY MAY BE FLOODING THE MARKET WITH MORE OF THE SAME, THEY’RE CONFIDENT THEIR PUMPKIN SPICE TREAT WON’T DISAPPOINT.” -REFINERY29
“LOOKS LIKE THE PUMPKIN SPICE LIFE IS HERE TO STAY.” -NPR
“KRISPY KREME WILL LET CUSTOMERS TRADE IN ANY PUMPKIN SPICE PRODUCT - BE IT A CANDLE OR A CAN OF SPAM.” -TODAY
“KRISPY KREME IS GETTING BACK TO BASICS.” -INSIDER
“ORDERED PUMPKIN SPICE COLOGNE FOR YOUR CAT AND IT SUCKS? TURN IT INTO A DONUT.” -THRILLIST
“THERE’S REALLY ONLY ONE THING LEFT FOR YOU DO TO RIGHT ABOUT NOW…RUN TO KRISPY KREME.” -DELISH
“EXCUSE ME WHILE I DIG FOR THAT CRUMBLY PUMPKIN SPICE CHAPSTICK I BOUGHT LAST YEAR.” -ELITE DAILY
“REINFORCED ITS POSITION AS A PURVEYOR OF PREMIUM QUALITY SWEET TREATS.” -ADWEEK