Krispy Kreme SuperHero Day Pack

Creative Agency: Baldwin&, Raleigh
Creative Directors: David Baldwin, Bob Ranew
Associate Creative Director: Jen Matthews
Ar Director: Paul Tuorto
Copywriter: Keith Greenstein
Illustration: Marc Laming, Hatfield, U.K.
Client: Krispy Kreme
Location: USA

The comic-inspired, one-dozen SuperHero carton (the illustrator, Marc Laming, has worked for Marvel, DC, Fleetway, Dark Horse, Dynamite and other publishers) is a four-way first-ever for Krispy Kreme: It’s their first promotion to go totally outside the company’s standard corporate design identity. It’s printed sideways, to open from left (comic-book style), instead of from the top. The offer copy is playful and topical (“Buy a dozen. Get a free original glazed dozen for your sidekick.” “Costumes not required. Just super encouraged.”), rather than legalese. And it’s the first, with its caped and masked Ks on bottom, to alter Krispy Kreme’s initials logo.

The offer is supported by Flash banner advertising, in a contextual buy targeting consumers with superhero movie interests and within 10 miles of a Krispy Kreme, via networks TURN and Verve Mobile.

National Superhero Day was originated in 1995 by employees of Marvel. Krispy Kreme first participated last year. Because… why not? Superheroes are fun.