A supposedly leaked Krispy Kreme email sent to “store managers” gained the brand substantial traction on social media with the suggestion that it is set to roll out a new doughnut filled with Nutella.
The news that the wares are set to hit stores 27 May caused considerably engagement online, either marking a good bit of subterfuge from its marketing team – or a painful own goal and spoiled reveal.
The email was immediately recalled by the US brand’s marketing team but seems to almost certainly be a clever stunt.
The email warns that upon arrival the doughnuts will cause “fainting, dribbling and over-excitement” among fans – a warning unlikely to be made in vendor distribution email.
The company however denied orchestrating the leak to International Business Times: “Krispy Kreme would like to apologise for sharing the news of our new doughnut in this way. This email was meant to be sent out to all of the store managers to prepare them for the launch of our limited edition Nutty Chocolatta doughnut filled with Nutella hazelnut spread with cocoa. Krispy Kreme remains committed to serving our customers’ needs and we strive to prepare our staff for any enquiries we may receive around any new campaigns. We are delighted with the reactions we have received so far.”
— Electro Tycoon (@ElectroTycoon) May 5, 2016