Live from Krispy Kreme's Hole In The Wall: The Drum discovers the new Nutella doughnut
Krispy Kreme, the American purveyor of all things doughnut, has unveiled an ATM-style contraption in London's Holborn to activate its new Nutty Chocolatta flavour.
The limited edition doughy treat is filled with the popular Nutella sandwich spread and, according a 'leaked memo' PR stunt from the brand, is set to be available nationwide on 27 May.
Krispy Kreme is giving fans the chance to preview the Nutty Chocolatta until 21 May by way of the Hole in the Wall contraption.
Devised by Devries Slam and delivered by creative technology agency Kerve, the system allows passers-by to touch their contactless card to a reader and pay two pounds for their individually-wrapped doughnut.
This is presented on a cushion accessed only when a door opens after payment. All proceeds from the activation will be donated to Teenage Cancer Trust.
The Drum heading to Holborn today (9 May) to check out the consumer reaction to the experience. Krispy Kreme's UK marketing manager, Shalini Patel, told us:
"How we're measuring success [of the Hole in the Wall] is purely based on how many people we can get down here, surprise and delight them and really give them a new experience to talk about.
"There's very different taste profiles in the UK versus the US and we work really hard to make sure the doughnuts are as appealing as they can be to the UK taste. Here it's very much an occasional treat and we make sure we position ourselves in that way to suit the needs of the UK base."
Last year the brand revealed a new initiative to drive 'cultural relevance' in the UK market, while today also saw the global brand switch from a public to a private corporation, following a $1.35bn buyout by the German group JAB Holding.
Other episodes in the series
Episode 1
Cadbury unleashes the moo of its animatronic cow to promote bovine adoption promo
Cadbury Dairy Milk took to the ever-popular activation spot of the Southbank this week with an animatronic cow in order to promote its Buttons brand’s bovine adoption scheme.
Episode 2
‘Alexa, order me a cocktail’: Diageo and Dentsu Aegis test voice activation in the connected bar
Connected devices, the internet of things and voice activation: all innovations the modern marketer usually confines to the bounds of the home. But in Cannes this year Diageo has teamed up with Dentsu Aegis agencies Isobar and iProspect to bring these technologies into a new consumer market: the bar.
Episode 3
Welcome to the mind of Mark Denton: a look at the work in his Art Mart gallery
The extraordinary creative mind that is Mark Denton has his own art gallery – a grocery shop styled show in Shoreditch, London.
Episode 4
Inside the San Miguel Experience: why the brand is investing in immersive events
San Miguel launched its Rich List campaign earlier this year in a bid to celebrate individuals who have dedicated their lives to seeking our new experiences. Now the beer purveyor is turning to live events to help recruit applicants.
Episode 5
‘It’s not a political statement’: why Publicis is celebrating immigration through artwork
Visit Publicis’ London office on Baker Street throughout August and you’ll find yourself in the midst of an art gallery curated to celebrate the creative lifeblood that immigrants – and the children of immigrants – bring to British culture. However the show should not be read as a political statement, according to the agency’s chief executive.
Episode 6
New York's window displays reviewed by Deutsch head of design Roger Bova
Holiday window displays by big retailers make the season sparkle, with shoppers mesmerized by the shiny details that go into each exhibit.
Episode 7
Behind the scenes of EasyJet's last minute Christmas campaign
On a snowy December morning outside of Terminal One of Gatwick Airport, Santa was seen clambering up and down an escalator without a reindeer close by.
Episode 8
ABB on why its title sponsorship of Formula E is as much about brand reputation as awareness
Tech company ABB hopes its title sponsorship of Formula E will finally make it a global name. But the deal is also fuelled by an authentic support of the race’s underlying philosophy – in spite of its political and sporting controversies.
Episode 9
#TrumpBaby takes flight – and proves the brand-building case for crowdfunding
Today (13 July) saw a rotund orange pocket of air fly above London’s Parliament Square in protest of Donald Trump’s visit to the UK. The huge media interest in the event has proven that crowdfunding a creative idea can not only work but can build a solid brand for the project in the process.
Episode 10
Panasonic wants consumers to adopt a ‘buy less, respect more’ approach to tech
Panasonic Design’s dark but calming installation at the London Design Biennale encapsulates the brand’s refreshed approach to tech – one that connects less with 20th century consumerism and more with the Japanese approach to care and respect.