Brief

How can Krispy Kreme, a new brand to the market, challenge J Donuts and their enviable position as the genericised brand name for doughnuts in Myanmar?

Description

To make more Myanmar consumers consider Krispy Kreme we needed them to see the doughnut differently. Rather than just a sweet throwaway commodity, we gave the doughnuts their own personality with a witty visual makeover. Surfing the digital and social trends of the time, we kept the Krispy Kreme brand relevant with a new generation of doughnut lover, with the aim of increasing brand affinity and marketshare.

Result