Wellness Wednesday: Krispy Kreme, Sam Adams, and the Tooth Fairy

In his article for USA Today, Nathan Bomey writes that Krispy Kreme — click here for video — is offering a free doughnut every day day for the rest of 2021 to anyone who shows their vaccination card. That’s 260 original glazed doughnuts, or 54,600 calories, according to My Fitness Pal. That’s nearly a month’s worth of food value, all free! Please plan accordingly.

The marketing incentives promoting vaccinations can’t hold a candle to my mother’s subtle control strategies. Here’s a story about Krispy Kreme, Sam Adams, and the Tooth Fairy.

Free rides and beer

Bomey writes that Uber and Lyft are offering free rides to vaccination sites to some customers. Staples is offering to laminate vaccination cards for free. Samuel Adams offered free beer to a limited number of people who showproof on social media of their vaccination.

Maybe good health is good for business, but savvy marketing may not be good for our health.

…you’ve got to recognize that giving people a doughnut a day might not be consistent with the message about caring about health.

Peter Jaworski, Georgetown University, quoted by Bomey USA Today

It would be weird if Krispy Kreme was offering a kale smoothie.

Theresa McEndree, Blackhawk Network, quoted by Bomey USA Today

Because I drove so far for the doughnut, I did end up getting six, so I think it was a good business practice.

Valerie Bennett, Roanoke college student, quoted by Bomey USA Today

Selling the baby blanket

My mother was a master at spotting opportunities for incentivizing her kids’ behavior while making us think it was all our idea. Here’s how my sister came to finally releasing her ragged security blanket.

The year was 1960. We were settling into Dad’s Foreign Service assignment in Milan when I lost my first tooth one evening as my little sister and I were going to bed. After she finished dressing to attend the evening’s performance at La Scala, my mother put my tooth in a little box and tucked it under my pillow for the Tooth Fairy.

However, I really did not want some strange lady poking around while I was asleep. My mother thought fast. “How about Dad and I take your tooth to the office on our way to the opera for the Tooth Fairy to find there?” And sure enough, I had money in my hand in the morning.

My savvy sister saw a business opportunity. “I want to sell my nighnee to the Tooth Fairy babies,” she announced over breakfast Susie had clung to that raggedy baby blanket for two years, from Caracas, to Minnesota, to Milan. Mom quickly found a box, Susie packed it up, and Dad took it to the office.

By gum, the fairy bought it and Susie was thrilled to be paid. Lucky fairy babies.

Nancy Amerson, letter to her parents

It’s about providing an additional extrinsic motivator.

Theresa McEndree, Blackhawk Network, quoted by Bomey USA Today
Illustration, USA Today Network; photos, Amy Huschka, Detroit Free Press; Diedre Laird, Charlotte Observer

2 thoughts on “Wellness Wednesday: Krispy Kreme, Sam Adams, and the Tooth Fairy

Leave a Reply