Supernova × Denise Rosenthal
The Krispy Kreme and Denise Rosenthal collaboration was a 360° campaign because it combined a product launch, an experiential event and a digital strategy. The event allowed a live connection with the audience, while social media amplified the message with exclusive content and real-time engagement. PR and in-store activations also strengthened the campaign's presence across every channel.
“Own your magic.”
Overview
Krispy Kreme launched Supernova, a limited-edition doughnut created with Denise Rosenthal, with its own box and a pink universe of sparkle and clouds.
The challenge was to make a product launch feel like a moment of the artist's: something to live in person and to share on social.
Execution
PRODUCT LAUNCH
Supernova arrived as a limited edition, presented in a display case and a collectible box, at an exclusive price in two stores.
EXPERIENTIAL EVENT
A launch event with Denise Rosenthal live, doughnut catering and a photo space under the line Own your magic, which created a direct connection with the audience.
SOCIAL, PR AND POINTS OF SALE
A teaser to open the conversation, exclusive content with the artist and an in-store meet & greet. PR and point-of-sale activations strengthened the campaign's presence across every channel.
The campaign on film
From the teaser to the meet & greet: the event, the artist and the pieces for social.
More work
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