Krispy Kreme is Opening a Sweet New Destination in London
Laura McQuarrie — February 23, 2019 — Marketing
References: krispykreme & theresident
To kick off the launch of its new Original Filled Range, Krispy Kreme is launching a #MagicInTheMiddle donut-themed playground pop-up in London. At the highly Instagrammable site, visitors will make their entrance through a giant donut and get a chance to sample the new Original Filled donuts through a lucky dip porthole.
Krispy Kreme's new Original Filled donuts are being launched in just a few days in five flavors—chocolate hazelnut spread, salted caramel, raspberry and custard—plus a secret limited-edition variety that will be exclusively available at the site of the pop-up playground.
The playground is set to delight consumers of all ages for just a few days in Match, especially as admission is free and donuts will be available for £1.90.
Krispy Kreme's new Original Filled donuts are being launched in just a few days in five flavors—chocolate hazelnut spread, salted caramel, raspberry and custard—plus a secret limited-edition variety that will be exclusively available at the site of the pop-up playground.
The playground is set to delight consumers of all ages for just a few days in Match, especially as admission is free and donuts will be available for £1.90.
Trend Themes
1. Pop-up Experiences - Krispy Kreme's donut-themed playground pop-up highlights the trend of pop-up experiences being used to promote new products or offerings.
2. Limited-edition Offerings - The exclusive limited-edition donut variety that will only be available at the pop-up showcases the trend of businesses offering unique and limited-edition products to create excitement and exclusivity.
3. Experiential Marketing - The donut playground pop-up demonstrates the growing trend of experiential marketing, where brands create immersive experiences to engage with consumers in a unique way.
Industry Implications
1. Food and Beverage - Krispy Kreme's pop-up event showcases how food and beverage companies can generate buzz and excitement for new product launches through experiential marketing.
2. Event Planning and Management - The success of Krispy Kreme's pop-up experience highlights opportunities for event planning and management companies to create unique, immersive experiences for brands and businesses.
3. Social Media Marketing - The highly Instagrammable nature of the Krispy Kreme pop-up underscores the importance of social media marketing in reaching and engaging with consumers through shareable, eye-catching experiences.
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