“You might belong in Gryffindor, where dwell the brave at heart…”
The House of Hogwarts x Krispy Kreme collection is a nostalgic back-to-school (or “back to Hogwarts”) campaign – and its marketing magic.
Available between August 18 and September 14, this limited-time offer appeals to many age groups: millennials rereading the Harry Potter books with their kids, nostalgic fans, lovers of doughnuts, and, of course, kids currently reading the timeless series.
Here’s why it’s marketing magic:
- Visually appealing product: the doughnuts are downright tasty looking – whether they are or not, that’s up for interpretation. The latte is gorgeous too, if you’re into that type of thing.
- Scarcity creates craze: the exclusive offer is only available for a limited time, so consumers want to make sure they get a bite before the offer runs out. And, they’re selling out like crazy.
- Elicits nostalgia: there aren’t many more magical stories than the tale of Harry Potter and Hogwarts, the School of Witchcraft and Wizardry. Even the teaser posted on socials made it sound like we were all being invited on an exclusive journey – much like the one that witches and wizards got to experience at Hogwarts.
- Gamification x curiosity: if you were ever curious about which house you’d be sorted into, the campaign offers a way to find out. The Sorting Hat doughnut has a colored filling inside, which will tell you which house you’re in. Then, you can try the doughnut associated with your house – Gryffindor, Ravenclaw, Hufflepuff or Slytherin, each with an edible crest and distinctive design and flavors. See? Fun.
- Detailed theme packaging: the doughnuts are visually pleasing, yes. But so is the packaging. One might feel as though they’re buying a treat in Hogsmeade or eating one of the jam doughnuts mentioned in passing in the series.
Every part of this campaign experience is aimed to please and surprise and bring forth the magic of stories past. And that’s the true magic of storytelling. The House of Hogwarts x Krispy Kreme simply capitalized on that magic and made it a fun spin-off for consumers.
