With pink icing and colorful sprinkles. It is the most famous donut on television, the one Homer Simpson likes. And now Donuts has made it a reality in a special edition inspired by the candy from the popular animated series “The Simpsons” and with an eye toward connecting emotionally with the millennial generation.

The new product comes to light after several months of work, as explained by Adriana Tomás, Assistant Brand Manager Marketing at Grupo Bimbo, through LinkedIn. Although the launch campaign for this new Donuts has not yet seen the light, the product is already available in stores, such as El Corte Inglés.

According to the professional, the new Donuts special edition “The Simpsons” unites two worlds that are part of the imagination of an entire generation: on the one hand, the irreverent humor and pop culture of the series; and on the other, the flavor and indulgence of Donuts. That is why the board qualifies the initiative as “iconic collaboration”.

The donut is presented with special packaging that includes both the recognizable logo of the brand and the series, both with the color yellow in common; as well as an illustration of the character Homer Simpson taking a bite of the donut. The donuts are sold, as is usual for the brand, in pairs and at a price of 2.39 euros, according to users who have already echoed the launch on their social networks.

As Tomás has advanced through LinkedIn, the brand has orchestrated a 360 marketing plan for the launch of this special edition of Donuts, thus ensuring that the product reaches the market with a campaign designed to connect with the consumer, “iconic packaging that shines on its own and point-of-sale materials designed to stand out, surprise and be remembered”.

With this move, Donuts adopts a strategy that has gained weight over recent years in the food industry, that of resorting to highly recognized entertainment licenses to generate notoriety and differentiation and link to culture.

McDonald’s has been one of the brands that has recently opted for this approach on the occasion of the premiere of the final season of the series “Stranger Things” on Netflix. The chain created a thematic menu as well as a collection of six figures, which represented the most iconic characters of the series; and other physical experiences, such as role-playing.