How to arrive in Spain without looking like a tourist
Krispy Kreme finds the smartest way to say “hola.”
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
It’s like walking into a room full of old friends. You feel the eyes, the laughter, the rhythm of a group that already knows each other.
You can’t just jump in — you need someone to vouch for you, hand you a drink, and say, “Hey, this one’s cool.”
That’s exactly what Krispy Kreme is doing right now.
They’ve just launched in Spain, and instead of arriving alone, they’ve teamed up with Nocilla — one of the most beloved Spanish brands, known for its chocolate spread, its TV jingles, and that comforting taste of merienda everyone here grew up with.
Their first product together? A donut covered in Nocilla cream and caramelized hazelnuts.
It’s a clever way to enter a new market: not shouting who you are, but being introduced by someone everyone already trusts.
Because at the end of the day, people don’t just accept a brand — they accept the context it arrives in.
And entering through someone who’s already part of that context feels less like marketing and more like a conversation.
Sometimes entering a new market isn’t about speaking louder. It’s about finding the right voice to whisper your name.
Outside the desk
Where the magic really happens.
🌧️ A rainy weekend in Valencia means canceling all plans (we’re not used to rain here) and spending more time cozy at home — eating soup and watching movies.
💪 I’m finally back to training with some gym sessions and a fun CrossFit WOD yesterday.
✈️ I’m already planning my next big trip — Philippines, Vietnam, and Malaysia. Just two weeks to go!
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙