KRISPY KREME'S "DOUGHNUTS ARE BAD FOR YOU" AD

Copywriting is writing copy (text) for the purpose of advertising or marketing and is intended to influence beliefs.   Some of it is great, much of it meh.  When done properly it stimulates and stirs the emotions. In 1983 Ogilvy wrote, “I doubt if more than one campaign in a hundred contains a big idea.” It’s still true today. 

Every once in a while we stumble upon truly great copywriting.  Here is one such example from our friends at Krispy Kreme; a clear and calculated response to the widespread push-back on the dangers of eating unhealthy snacks like Donuts.

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