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Krispy Kreme Rigs a Glazing Machine to Create a Scannable Barcode for Free Donuts


Here's an oven-fresh, charmingly simple sales promotion from Krispy Kreme.

For its #dayofthedozens program, the doughnut chain and agency Baldwin& rigged a glazing machine to diffuse streams of sugary white goo in a distinct pattern against a black backdrop—forming a barcode image—before coating the fried treats on the conveyor belt below.

On Dec. 12, 2015, consumers can use this YouTube video as a scannable coupon for a second dozen donuts free when they purchase a first dozen at Krispy Kreme: 

Setting aside the fact that nobody should have access to 12 Krispy Kremes in one sitting, let alone two dozen, the idea nicely amplifies the production hardware that famously graces the brand's locations. 

At three minutes long, the video is also hypnotizing—not a bad way to get consumers to stare at the product, even while sober. 

Client: Krispy Kreme

Agency: Baldwin&, Raleigh, N.C.
Creative Directors: David Baldwin, Bob Ranew
Art Director: Jimmie Blount
Copywriter: Britton Upchurch
Producer: Liz Stovall
Media Director: David Dykes
Digital Media Strategist: Holly Sigler

Production, Postproduction Company: Remedy, Raleigh
Director, Director of Photography: Josh Sliffe
Assistant Director, Producer: Austin Simmons
Assistant Director: Ali Petre
Gaffer, Grip: Terry O'Deen
Makeup, Wardrobe: Elaine Harrison (behind-the-scenes videos only)
Production Assistant: Matt Carter

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