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Krispy Kreme has teamed up with Microsoft to create a specialty Xbox donut for the U.K. and Ireland.

Aug 04 2021

Krispy Kreme has teamed up with Microsoft to create a specialty Xbox donut for the U.K. and Ireland. Called the Nexus Lexus, the donut celebrates 20 years of Xbox and will be sold at Krispy Kreme stores, cabinets, and online across the UK and Ireland. Purchasing the donut—which features icing designed to look like the green Xbox logo—will give customers the chance to win a Series S console, and Krispy Kreme will include a month of Xbox Game Pass Ultimate with every dozen donuts bought. With the majority of young consumers telling YPulse that ads usually bore them, brands have had to get creative to capture their attention. The result has been a host of unexpected merchandise springing from partnerships across industries. Launching merch has been trending for food and bev brands for some time and has been especially successful among young consumers who are embracing kitsch and bringing fandom to the food world. (The Verge)