Krispy Kreme SADvert: ‘A light that never goes out…’

SADvertIt’s not often you get to quote Homer Simpson but for once it seems fitting to flag up his views on what the cookbook Küchenmeisterei (Mastery of the Kitchen), published in 1485, called Gefüllte Krapfen. Yep, as everyone’s favourite Springfield resident opined: “Doughnuts…is there anything they can’t do?”

Well, doughnut brand Krispy Kreme is certainly taking this to heart with a new initiative designed to help boost the moods of Brits struggling with the lack of sunlight in January.

You see, it has launched what it claims is the world’s first SADvert, a light-emitting billboard to ease the pain of those suffering from Seasonal Affective Disorder (SAD); all they have to do is just touch a button for a spot of light therapy.

Created and launched by agency Good Relations with support from sister shop VCCP Media as well as Open Outdoor and Clear Channel UK, the campaign has been developed in response to research from Krispy Kreme which reveals that one in five Brits admit to getting no more than 15 minutes of sun each day during January, even though more than half of us (56%) believe direct sunlight is the best way to boost a low mood. Mind you, this year you’d be lucky to get even 15 minutes…

The 3D special build site has been constructed in Salford, which apparently was selected due to the region getting less than two hours of sunlight per day on average during January. (So, it is not just Morrisey who’s a miserable sod.)

The billboard features giant decorative doughnuts from the brand’s new range, including the Original Glazed, Berry Burst and Lemon Crunch in the Krispy Kreme dozen box. And, would you believe, they are only 195 calories a pop?

The activity has been created to launch Krispy Kreme’s new creative strategy, Joy Unboxed, as the brand sets out to lift the mood of the nation by creating chain reactions of joy.

Krispy Kreme chief marketing officer UK & Ireland Emma Colquhoun said: “Opening a box of doughnuts is one way to bring joy into people’s lives – so we wanted to make that literal.

“We’ve just had Blue Monday, often referred to as the most depressing day of the year, making this week arguably one of the toughest. This is the only doughnut box in the world to deliver light therapy that can help banish Seasonal Affective Disorder. We thought there was no better way to unbox joy and lighten the nation’s mood as we celebrate the launch of our new doughnuts at just 195 calories each.”

Good Relations managing director, consumer, Lawrence Collis added: “We’re on a mission to help Krispy Kreme fulfil their ambition to enhance lives through joy. With SADvert we’re delighted to have created something truly unique that brings joy and light into people’s lives during one of the darkest months.”

So, what is the consensus around the Decision Marketing office?

Well, let’s face it, we all need a bit of sunshine and joy at this time of year, even though Blue Monday was only ever a marketing phenomenon. But with the country at a standstill, dark days and nights, rain, floods, biting winds and snow, cheer is in short supply.

OK, one installation a campaign does not make and it’s a shame they haven’t set up billboards across the country but at least the residents of Salford will be happ(ier). And, they can now look at everyone else and say: “Heaven Knows We’re Not As Miserable Now”…

Decision Marketing Adometer: A “frying tonight” 8 out of 10

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