Make Delicious – Duck Donuts
When consumers think "doughnut" or "donut," their minds race to Krispy Kreme and Dunkin'– Statista reports. Though, with its unique made-to-order customization and cake-based composition, Duck Donuts has an opportunity to become a dominant contender in the donut market among Gen Z. Taking an energetic, funny, cute, and pastry-sweet rebrand to social media and OOH tactics will cultivate top-of-mind brand awareness and promote consideration and purchase.
Of the Marcom objectives, the Duck Donuts commercial "Donuts Are For The Boys" is an attempt to create brand awareness by means of commercial advertising with a variant strategy using comedy as the point of engagement. The comedy and setting apply specifically to the target audience, college students who love donuts (or pastries), that can always go for a late-night snack to satisfy their sweet-tooth cravings (we've all been there!)
For this commercial, the target is men in college. This is an ad for the gamers, the late-night movie watchers, and above all, "the boys." The play on words is based on the popular phrase "Saturdays are for the Boys" coined by Barstool Sports. Duck Donuts wants to make it clear that "the boys" are included and heard, and that these donuts are made to deliver for occasions such as game night. Though, it would not be a true Duck Donuts experience without a few loud quacks!
46% of businesses have said Instagram is still the best social media platform for their return on ad spend (ROAS). With Instagram still reigning as the "aesthetic" social media platform, Duck Donuts' new rebrand will offer aesthetic photos of donuts, and their store, and invite customers to share their Duck Donut experience on their Insta with the #MakeDelicious, featured on Instagram Stories and Reels. The incentive of a 30% discount on "Made-to-Order" donuts will only promote the target to visit in-store and share their experience with their friends.
I am going to be completely honest here– the commercial we made was not hiring or using professional actors. Shocking right?
Though, I hope the concept was clear and consistent with the brand image I am trying to promote. I also had such a fun time working on this project– though, it was not until TWO YEARS LATER that I finally ate a donut from Duck Donuts... and it was...well
DELICIOUS!
So, branding and advertising aside– if you have not gone to Duck Donuts yet,
I highly recommend it.
