Launched in December 2016 by Baldwin&, Krispy Kreme’s "Easiest sell ever" campaign introduced the Nutty Cocoa Ring, a doughnut featuring Nutella®, aiming to leverage the widespread appeal of the beloved hazelnut spread to boost product desirability. The brand proposition centers on simplicity and irresistible indulgence, positioning this new offering as an obvious, easy-to-choose treat for consumers seeking familiar yet innovative taste experiences within the competitive food and snack category.
The campaign’s market strategy draws on the strong brand equity of Nutella® as a well-established flavor that resonates with a broad demographic, effectively lowering purchase resistance. By highlighting Nutella® as an integral topping with minimal fuss—captured succinctly in the tagline "We have a new doughnut. It has Nutella®. (Mic drop)."—the creative approach banks on straightforwardness and instant appeal. This leverages consumer trust and recognition while simplifying the decision-making process, presenting the product as an effortless indulgence. The campaign targets US consumers who appreciate trend-driven, indulgent food products, using digital platforms to amplify reach, as evidenced by its YouTube presence and online shop locator. The relatively modest engagement metrics suggest a niche appeal, primarily focused on reinforcing brand excitement around product innovation within Krispy Kreme’s existing customer base rather than driving mass viral momentum. Overall, the campaign strategically bridges a popular flavor with an established brand to create a compelling, easy-to-understand value proposition grounded in taste familiarity and convenience.
FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity.
This campaign fits FORMAT#11 because it centers entirely on introducing a new doughnut topped with Nutella®, something presented as uniquely desirable and inherently appealing—the “#EasiestSellEver.” The messaging deliberately forgoes elaborate narrative or comparison, instead dropping a “mic” to signal that the product’s combination (Krispy Kreme + Nutella®) is so distinctive and crave-worthy it sells itself. No story, testimonial, or problem-solution framing is present; the sole creative device is the product’s unique, irresistible identity.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Dunkin' – Positioned as a convenient, value-driven coffee and baked goods brand, Dunkin' emphasizes speed, affordability, and a broad menu that caters to everyday consumers seeking quick breakfast options and reliable coffee quality.
2. Starbucks – Differentiates through premium coffee experiences, a strong focus on specialty drinks, brand lifestyle appeal, and an upscale store environment that promotes quality, customization, and social engagement.
3. Tim Hortons – Offers a balance of coffee and fresh bakery products targeting everyday consumers with a focus on Canadian-American markets, highlighting community connection, value pricing, and comfort food staples.
4. Panera Bread – Combines bakery-café ambiance with healthier, fresh ingredients, appealing to health-conscious consumers who prioritize quality, transparency, and menu innovation beyond traditional donuts and sweets.
5. Entenmann’s – Focused on packaged baked goods within retail, Entenmann’s leverages nostalgia and broad supermarket availability, targeting families seeking convenient, familiar, and indulgent snack options at competitive prices.
Q: What is Easiest sell ever about?
A: Easiest sell ever is a 2016 campaign created by Baldwin& for Krispy Kreme in the United States, designed to introduce the Nutty Cocoa Ring doughnut topped with Nutella. The campaign centers on a film that leverages the instant appeal of Nutella as a topping, presenting the product as an irresistible new treat. With a direct message—We have a new doughnut. It has Nutella. (Mic drop)—the campaign positions the offering as self-explanatory and inherently desirable. Digital engagement was driven through the hashtag #EasiestSellEver and a dedicated microsite, with the shop locator promoted to facilitate immediate purchase.
Q: What creative device does Easiest sell ever use?
A: Easiest sell ever employs FORMAT#11 UNIQUE PERSONALITY PROPERTY, as classified by Clapboard’s 12-format taxonomy. This approach spotlights a singular, distinctive product feature—in this case, the pairing of Krispy Kreme’s doughnut with Nutella—as the sole creative driver. The campaign forgoes narrative, testimonials, or comparative framing, instead relying on the unique appeal of the Nutella topping to sell itself. The creative execution is intentionally minimal, using a “mic drop” moment to underscore the idea that the product’s inherent desirability makes further persuasion unnecessary.
Q: What is the campaign proposition for Easiest sell ever?
A: The campaign proposition for Easiest sell ever is built on simplicity and indulgence, positioning the Nutty Cocoa Ring as an obvious choice for consumers seeking both familiarity and innovation in sweet snacks. By leveraging the widespread popularity and trust of the Nutella brand, Krispy Kreme aims to lower purchase resistance and create instant appeal. The campaign targets US consumers who are drawn to trend-driven, crave-worthy food experiences, using digital channels to amplify reach and drive traffic to stores. The strategy is to present the new doughnut as an effortless, must-try indulgence within the competitive food and snack market.
Q: How does Easiest sell ever rank in Clapboard's archive?
A: Easiest sell ever holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Krispy Kreme's category?
A: In the food and drink category, Krispy Kreme faces competition from Dunkin', which emphasizes convenience and value with a broad menu for everyday consumers, and Starbucks, which differentiates through premium coffee experiences and an upscale brand lifestyle. Tim Hortons targets North American markets with a focus on community connection and comfort food, while Panera Bread appeals to health-conscious consumers seeking fresh ingredients and menu innovation. Entenmann’s competes in the packaged baked goods space, leveraging nostalgia and supermarket availability to attract families seeking convenient indulgence.
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