News just in: Krispy Kreme duped Prime Time a day early by confirming its name change was a PR stunt for April Fool’s Day. But, either way, this post is still worth a read… obvs.
I’ve been in a relationship for a long time now, but yesterday I was knocked for six by my sweet love.
It’s almost like I don’t recognise them anymore now that Krispy Kreme is becoming Krispy Cream in the UK.
That’s right. To avoid ongoing confusion over its brand name (Creme or Crème?), the company has taken matters into its own hands with a national rebrand – 14 years after landing in the UK.
What’s interesting is Krispy Cream‘s admission that social media has been a determining factor in this decision-making process.
In a customer email (the news was so big it wasn’t even broken it to me personally as a valued individual!) it admitted that since 2015 there’s been over 30,000 instances of mispronounced and misspelt social media posts.
This a nightmare for a marketing team (Q. If everyone’s talking about you, but you’re not trending with the approved hashtag, are you really trending? A. No.), so it’s good to see that social listening played an important role – and led to an evolution of its brand proposition.
Cleverly, this move’s also generated some real content for Krispy Cream. Believe it or not, occasionally companies need a serious corporate message to connect with consumers and generate PR. Doughnuts will only take you so far.
With a refreshed logo impacting store branding, packaging, uniforms and communications across 90 stores and 700 cabinets, it’s a military operation to roll out the changes. But, I can’t help wondering if Krispy Cream has done the right thing by inviting consumers to feedback on the new name digitally using the #KremeToCream hashtag.
It’ll be interesting to see how the brand responds to people online who are negative towards the change. Will it sweep those comments under the carpet or present a balanced view – particularly if it plans to package up this user-generated content for its communications plan?
Hopefully not seeing as though they’ve released content acknowledging people’s varied reaction, opening with: “I know what you’re thinking, we don’t like change…”
Secondly, it’s reintroduced a term that it’s already made clear people struggle to spell. So, it runs the risk of losing out on even more conversations by choosing to lead with a tricky hashtag.
There’s still a way to go. Although the URL www.krispycream.co.uk redirects to the traditional UK site, the content still remains the same. But, at least its social media channel names have switched over (despite handles remaining the same), including Twitter and Instagram.
It’s had more success with its spoof video announcement which has generated almost 400,000 views on Facebook alone. With its subtle national anthem soundtrack, I’m suddenly feeling quite patriotic (Brexit won’t break our proud adopted doughnut culture) and hungry. Very, very hungry.