To build a brand in a new market, start with your most popular product!
The doughnuts introduced to these six panelists are:
- The Signature Glazed doughnut.
- The Lotus caramelized biscoff.
- The Salted Caramel Cheesecake.
- Strawberries & Kreme Doughnut
- Nutella Chocolatta
Understandably, the skepticism seemed to be mostly on the females as the men seemed almost juvenile in their anticipation to trying this American favorite. Ironically, the skepticism was replaced by sheer enthusiasm toward Krispy Kreme and the likelihood of visiting the franchise, which they said was a two-hour one-way journey.
To build a brand in a desired demographic, broadcast it!
As of this posting, this particular video has had over two million views and 225 thousand subscribers. People their age relate to their views.
It's been found that companies which build a brand using this millennial demographic often rely heavily on highly marketed products and what their peers choose to do with respect to "fit in."
To best summarize how Krispy Kreme Doughnuts successfully achieved their objective to build a brand in the Irish market, we see that tantalizing the customers' five senses gets them emotionally involved and keeps them "in the game," wanting more! I dare say it will difficult for these panelist judges give anything less a chance to compare. Soon, peer pressure will succumb to the strong desire to try one, or all, of the choices provided in the respective store.