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With its glazed doughnut options from the Fudge Brownie Bliss to the Choc Custard, international doughnut and coffee company Krispy Kreme has built its reputation around putting a smile on customers’ faces for the best part of a century. That is a consistent brand purpose that it will aim to evoke across the U.K. through a new platform called “Unbox Joy,” released at the start of the 20th anniversary of when it opened its first store in the country.
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https://www.adweek.com/brand-marketing/krispy-kremes-uk-cmo-emma-colquhoun-on-brand-consistency-and-plan-to-unbox-joy/