The new brand positioning will focus on Mad Over Donuts being a confectionaries brand that can become a part of celebrations with ease.
When you think of Mad Over Donuts, you are instantly reminded of lip-smacking, melt-in-your-mouth donuts that put a smile on your face and are sure to leave you wanting for more. To continue to spread this pure joy of enjoying gourmet donuts, Mad Over Donuts has decided to revamp and reintroduce itself to its customers. Initially positioned to offer an affordable indulgence, the brand’s new focus will be to become a part of all celebrations and joyful occasions, no matter the size.
The brand will now position itself as a lifestyle brand in the treats and confectionaries category. Their new avatar will be symbolized by a new logo with a modern design and cleaner lines yet encompasses the values which the brand was built on. The brand has also extended its colour palette to feature brighter, fun colours such as orange, yellow, purple, teal, and pink, which will emphasize their core ethos of Fun, Flavour and Freshness.
Their new tagline ‘Bite Into Happiness’ encompasses the very fabric of Mad Over Donuts’ spirit and is synonymous with the delight customers experience each time they enjoy Mad Over Donuts’ freshly prepared donuts. With its new digital marketing strategy, Mad Over Donuts wants to stay connected with its customers via an omni-channel approach, in addition to launching new stores across India. By targeting themes and festive occasions, Mad Over Donuts wants to ensure that people of all age groups can enjoy their gourmet donuts anytime, anywhere and experience ‘love at first bite’.
“When we first launched Mad Over Donuts 13 years ago, it was ‘love at first bite’ as people fell in love with our offerings. Today, we are rebranding Mad Over Donuts to showcase what we have always stood for: fun, friendship, and a no-occasion-celebration kind of happiness. Our new look – be it the new logo, revamping the look and feel of our outlets, and introducing a new & exciting menu and packaging options is all about becoming synonymous with enjoyment and celebration even for the smallest of reasons,” said Tarak Bhattacharya, CEO, Mad Over Donuts.