Ad Nut
Apr 19, 2016

Krispy Kreme fires up donut jukebox for American vintage flavours

From Australia: ‘American Classics’ for Krispy Kreme by Digital Arts Network & Eleven

Krispy Kreme fires up donut jukebox for American vintage flavours

Nothing encapsulates 1950s Americana more than the trusty ol' jukebox.

To launch Krispy Kreme’s new American Classics range, Digital Arts Network and Eleven have teamed up and created a custom donut box that doubles as a jukebox.

The limited-edition box comes with a built-in Bluetooth speaker, intended for enjoying some exclusive Spotify playlists. Each American Classics flavour also comes with its own original theme tune, written and recorded in a Sydney studio.

The four new donuts—The Big Apple Pie, Peanut Butter Jelly Time, Coconut Cream Pie and Campfire S’mores—are inspired by some of the more memorable flavour combinations to come out of the USA.

Andrew McGuigan, CEO of Krispy Kreme Australia, said the inspiration behind the four new flavours was “American vintage with a modern twist.”

“We’ve been working with songwriters and Spotify to make sure it’s not only the taste buds which are in for a treat…but the ears too,” he said. “You can not only taste the Classics, but hear them as well!”

The brand is inviting donut-lovers to flip up the lid, grab a phone and select their favourite donut playlist to be “transported into another era.”

Ad Nut would certainly like to get furry paws on this jukebox-inspired box of sugar, though human friends say donuts are not good eating for squirrel-kind.

If true, then Ad Nut will have to make do bopping furry head to some 1950s-esque music, while contemplating the health risks of consuming these delicious-looking treats.

Ad Nut likes how neatly everything fits together in this campaign, from the jukebox design to the integrated audio experience courtesy of the in-box speaker and the use of Spotify playlists to set the right donut-eating mood.

Humans get to have all the fun.



Advertising agency: Digital Arts Network
Digital creative director: Russ Tucker
Writer: Chloe Saintilan
Art director: Andrew Torrisi
Designer: Raz Djamaluddin
Developer: Rob Harris
Editor: Etienne Ancelet
Account manager: Gemma Heyes
Producer: Gemma Heyes, Jonathan Pitcher

PR agency: Eleven
Senior account director: Fiona Milliken
Account director: Tom Cummings
Senior account manager: Claire Verlander

Production company: Square Solutions Pty Ltd (JukeBox)
DP: Kit Baker

Krispy Kreme Australia
Marketing manager: Aude Parichot
Digital manager: Russell Schulman
Brand manager: Jon Owen


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