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Giving away anything for free is too easy. I give it donuts.

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I wouldn’t go so far as to call it brilliant. For a brand like Krispy Kreme, this feels more like good brand hygiene. I’d expect them to have an always-on PR calendar built around cultural moments like Daylight Saving Time, National Coffee Day, etc. They already give away free donuts when the Hot Light is on, so tying another giveaway to this moment feels pretty natural. It’s not a new formula — but it’s an okay one. Culturally relevant moment + free donut is a pretty reliable play.

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Basic idea. Wouldn’t call this brilliant at all

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It's not brilliant, but free shit always works for consumers, so it will probably be effective.

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