Ten years ago, I did a triathalon. OK, it was actually one of those mini-triathalons – a 4.1-mile run, a 13-mile bike ride and a 4-mile paddle in canoe or kayak. I mention this because I just found out about the Krispy Kreme Challenge ( that takes place on February 6, 2010, because one of our clients is taking the challenge. The challenge is to run two miles from the N.C. State University Bell Tower to the Krispy Kreme store on Peace Street, down a dozen (yes 12) Krispy Kreme doughnuts, and run back to the Bell Tower, all in under one hour. I’m sure I could manage the run. Not so sure I could keep down the dozen doughnuts. But our intrepid client is going to give it the old college try and will not be alone. In fact, the number of Krispy Kreme Challengers this year is estimated at 6,000 racers, runners and supporters who will consume over 72,000 doughnuts (or donuts – both spellings appear on their Web site), raising money for N.C. Children’s Hospital and hopefully garnering a Guiness Book World Record in the process.

Which reminded me of my triathalon experience. By the time I got to the 4-mile paddle (I was a kayaker), I was starting to fade and so I took a GU Shot. GU Shots (the street nickname – actual name is GU Energy Gel) (http://guenergy.com/products/gu-energy-gel) are billed as the most efficient sports fuel available today. GUs are a carbohydrate in a delicious, sort of pudding-like texture that “delivers long-lasting energy for athletes in every sport and at all levels.” GU Shots come in amazing flavors like Chocolate Outrage, Espresso Love and, what used to be my favorite, Vanilla Bean.

By now you have probably guessed where I’m going with this. Of course I think there should be a Krispy Kreme flavored Energy Gel. The texture of a melt-in-your-mouth, hot, glazed Krispy Kreme and a GU Shot is just about the same. And the carbohydrate impact is measurably comparable too. According to CarbsInformation.com, a glazed donut has 5.8 grams of carbs. A GU Shot has 25 grams of carbs, which means three GU Shots have about the same number of carbs as a dozen Krispy Kreme donuts. And you have to admit, GU Shots are much more convenient to carry with you when you’re running, biking or paddling than a dozen donuts.

So it seems to me that there is a great co-marketing opportunity for Krispy Kreme and the GU crew to collaborate and extend their sphere (or donut) of influence. Firstly, there could be an extension of the GU Energy Gel Line in the form of a Krispy Kreme flavored GU. Initially grass-roots marketed as a fund-raiser on the official Krispy Kreme challenge Web site, a percentage of sales of Krispy Kreme GU could go to N.C. Children’s Hospital. Opportunities for Krispy Kreme and GU Energy to participate in local store marketing activities at races where Krispy Kreme stores are located would make sense. And marketing programs could be set up to achieve shared objectives: brand exposure to new audiences (build awareness), product sampling (gain trial), cross-display (gain distribution) and cross-promotional opportunities (gain exposure).  There might even be an opportunity to add a Performance Category to add to next year’s Krispy Kreme Challenge to attract even more participants. Instead of eating a dozen donuts, you just have to shoot down three Krispy Kreme GU Energy Gels. I’m betting those would be much easier to keep down after a 4 mile run. And if you can’t make it to your local Krispy Kreme, just pop into your local bike shop and grab three Krispy Kreme GUs to go.