‘Dozen Happy OGs’ to spread joy, amplify happiness

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This year, Krispy Kreme Philippines passed the happiness baton to 12 chosen OGs, known as the “Dozen Happy OGs.” These individuals from different fields will kickstart the brand’s happiness chain.

At the event, Sonny Tiong, chief operating officer of Krispy Kreme, shared what influenced the brand’s plans for the rest of 2024.

Last year, they began a journey to redefine the brand’s role in the lives of their consumers, focusing specifically on understanding the lives of Gen Zs, the challenges they face, and the role Krispy Kreme can play in helping them through those daily challenges.

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“We asked ourselves, and we realized we didn’t need to look far. We only needed to lean ion the brand’s purpose — to touch and enhance lives through the joy that is Krispy Kreme,” he also said, emphasizing a commitment to share joy every day.

The Spot Happiness campaign was born last year.

One key insight behind Spot Happy was that, through a study, Tiong cited that seven out of 10 Gen Zs in the Philippines always feel stressed or anxious due to the challenging economic, social, and digital environment.

With this in mind, “we set out to position the brand as a magnifier of happiness because of the parallel joy that a box of Krispy Kreme Original Glazed Doughnuts can bring to each and every one of you,” he added, believing in the brand’s capability to enable and create absolutely happy moments.

Since the launch of the Spot Happy campaign, they continue to amplify it even more. Tiong mentioned that they are excited to partner with a Dozen Happy OGs, believing that they are icons in their respective communities.

Ysabel Cruz, senior marketing manager at Krispy Kreme

“We believe that the synergy between the brand and them will allow us to continue spreading joy across those dozen communities that each of the happy OGs engages with daily,” he said.

“Why a dozen? Because we are in the dozens business. Our donuts uniquely come in a dozen all the time,” he added. “A dozen is perfect as it allows us to feature one happy OG each month of 2024.”

For her part, Ysabel Cruz, senior marketing manager at Krispy Kreme, said the brand aims to connect with various interests that light up people’s lives at the moment.

“As we unveil each one of them, we’re introducing individuals who embody happiness in their own extraordinary ways, aligning with the brand’s values,” Cruz said.

 

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