Pop-up shop created for Procter & Gamble to unveil the new Lite-Hearted Donut, a product it had spent four years developing with Busken Bakery. The heart-shaped donut had the same delicious flavor of Busken’s original glazed donut with only half the calories. A Formerly vacant storefront in Over-the-Rhine was transformed with smart, playful graphics and custom art installations, complete with a custom built video booth and costumed brand ambassadors handing out free donuts and champagne.
Procter & Gamble enlisted my team to unveil the new Lite-Hearted Donut, a product it had spent four years developing with Busken Bakery. The heart-shaped donut had the same delicious flavor of Busken’s original glazed donut with only half the calories.
Drawing on themes of “light” and “lighthearted,” a formerly vacant storefront in Over-the-Rhine was transformed with smart, playful graphics and custom art installations, complete with a custom built video booth and costumed brand ambassadors handing out free donuts and champagne.
Word of the immersive brand experience quickly spread throughout the city, and the pop up-gallery welcomed 24,000 visitors who consumed 40,000 donuts in 18 days. Within four months, the Lite-Hearted Donut had become the most popular new item to debut in Busken Bakery’s 85-year history.