An unconventional hole.

Mister Doughnut, a Boston based franchise founded in 1955, was once a familiar name in North America, but after being acquired by Allied-Lyons, a parent company to Dunkin Doughnuts nearly every franchise holding the name Mister Doughnut was changed.

In 1983, Duskin Co. acquired the rights to franchise Mister Doughnuts within Japan and today it has become the largest doughnut franchise operating in Japan. With locations on street corners, in convenient stores, and inside train stations it’s difficult to travel too far in Japan without spotting the company’s character, a lion with the mane of a doughnut.

Recently, Mister Doughnut released the Puffring, a doughnut with an unconventional hole, one shaped like a triangle. Personally, I believe the marketing behind this campaign is genius! Really, who doesn’t want to eat a doughnut with a triangle shaped hole? While nothing in particular has changed about doughnut besides its shape, it has definitely created a buzz which means more business for Mister Doughnut, a franchise that already dominates the Japanese market.