KRISPY KREME

Brand launch in Bangkok, Thailand.

 

OBJECTIVE

Make Krispy Kreme the talk of Bangkok; create queues upon the opening at one of the capital's largest shopping malls, despite the brand being previously unknown to most of the population.

 

RESULT

More than 3,000 people queued up ahead of the opening. The huge queues continued for three months, as sharing a box of Krispy Kreme doughnuts with friends and coworkers became a badge of honour. The queuing phenomenon caught the attention of mainstream and digital media, resulting in reams of free publicity for the Krispy Kreme brand.