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

The sweet smell of savings

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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@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.