Krispy Kreme — After Hours
Brand:
Krispy Kreme
Project Type:
Integrated Brand Campaign (Strategy-led concept)
Role:
Strategy development, cultural insight, experience design, brand partnerships, campaign storytelling
01 — Overview
The Opportunity
Krispy Kreme is iconic, nostalgic, and emotionally resonant—but largely perceived as a daytime or “special occasion” indulgence. After-hours moments (late nights, post-event cravings, decompression time) were culturally rich but underleveraged.
The Idea: After Hours
A late-night brand platform that reframes Krispy Kreme as a ritual for unwinding, connecting, and celebrating small freedoms—built through immersive experiences, digital culture, and strategic brand partnerships.
02 —Challenge
Krispy Kreme faced three strategic tensions:
Late-night cravings exist—but the brand wasn’t owning that moment
Gen Z and Millennials value brands that fit into lifestyle rhythms, not just products
Cultural relevance increasingly lives in shared experiences, not traditional ad
The challenge:
How can Krispy Kreme become part of late-night culture without losing its warmth, approachability, and brand nostalgia?
03 —Audience & Insight
Primary Audience
Gen Z & Younger Millennials (18–34)
Urban, culture-forward, digitally native
Highly social, experience-driven
Use late nights as time for decompression, connection, and spontaneity
Observed Behaviors
Late nights associated with emotional release, not productivity
Shared “after hours” moments happen after shifts, events, classes, or long days
Music, food, movement, and presence drive bonding
Core Insight:
Late night isn’t about being productive—it’s about being human.
People seek ritualized moments of comfort, freedom, and connection once the day “ends.”
04 — Strategy
Strategic Idea
Position Krispy Kreme After Hours as a cultural reset—where late-night moments become intentional, shared rituals instead of impulse stops.
After Hours is not a promotion.
It’s a brand behavior shift.
Strategy Pillars
Cultural Ritualization
Turn late-night donut runs into something people anticipate and plan around.
Experiential Expression
Let the brand live in music, movement, space, and mood—not just product.
Platform-Native Storytelling
Design content and experiences that feel organic to how Gen Z already gathers.
Strategic Partnerships
Embed Krispy Kreme into existing late-night ecosystems instead of forcing presence.
05 — Execution
5.1 After Hours Events
What It Is
A series of immersive, late-night pop-ups hosted in unexpected but safe locations—spaces that feel hidden in plain sight.
Experience Elements
Donut-centric social spaces
DJ-led soundscapes
Ambient lighting and intentional pacing
Minimal branding to preserve authenticity
Purpose
Shift Krispy Kreme from “treat” to shared cultural experience.
5.2 Krispy Kreme × Spotify (Partnership)
Rather than sponsorship, Spotify operates as an emotional amplifier.
How It Works
Curated After Hours playlists
Event-exclusive soundtracks
Exclusive post-event playlist access for attendees
Strategic Role
Music defines mood. Spotify gives After Hours emotional consistency before, during, and after each experience.
5.3 Krispy Kreme × Uber (Partnership)
Uber is positioned as an access enabler, not a discount engine.
How It Works
Randomized ride discounts or ride passes to After Hours locations
Seamless travel to and from events
Post-event “safe ride home” reinforcement
Strategic Role
Removes friction while reinforcing care, responsibility, and inclusivity.
5.4 Digital & Social Storytelling
The goal was not virality—it was belonging
Primary Platforms
TikTok
Instagram Reels
Short-form recap content
Content Approach
POV-style content
Creator-led storytelling (not ads)
Emphasis on feeling over explanation
06 — Brand Impact & KPIs
Projected Outcomes
Increased late-night brand relevance
Higher frequency associations with emotional resets
Stronger Gen Z brand affinity
Measured Through
Engagement rate benchmarks
Event attendance and participation
Playlist saves and shares
Social sentiment & UGC volume
07 - My Role & Tools
My Contributions
Led research, consumer insight development, and segmentation
Built core strategic pillars & campaign narrative
Developed core strategic insight and cultural framing
Shaped the After Hours brand narrative
Designed experiential and partnership strategy
Helped define execution logic across events, digital, and IRL touchpoints
Contributed to content direction and storytelling cadence
Built measurement approach tied to brand perception, not just reach
Tools Used
Google Trends
Google Gemini
Chatgpt
Social listening
Figma
Canva
TikTok Creative Center
Spotify brand research
Partnership strategy frameworks
Qualtrics
