Breaking this week, special packaging and mobile/online advertising promote “Superhero Day,” April 28, when customers at participating Krispy Kreme, Winston-Salem, North Carolina, stores (in 43 states, plus D.C.) will get a second one-dozen box of Original Glazed doughnuts, free with first dozen purchased. The work is by advertising agency Baldwin& in Raleigh, North Carolina.

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 first-ever for Krispy Kreme: It’s the first promotion to go totally outside the company’s standard corporate design identity, and 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.” And it’s the first special, 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.

Baldwin& creative directors are David Baldwin and Bob Ranew.

Baldwin& is a digital/advertising/design/brand/content practice in Raleigh, N.C. Cients include Krispy Kreme, Cree Light Bulbs, Red Hat, Habitat for Humanity, and Ponysaurus.

Breakfast, Marketing & Promotions, News, Krispy Kreme