Dunkin’
The Challenge
Dunkin’ was a beloved regional brand with aspirations of expanding nationally. Dunkin’ needed to attract a new audience while remaining true to the core.
The Insight
In the culture wars today, you can draft off culture or you can pop it. We needed Dunkin’ to be part of culture in a way that no other brand could.
The Solution
America runs on Dunkin’ was not so much a tagline as it was a mindset. In a world of double decaf mochaccinos, we were a cultural statement and we made a cultural statement in many
innovative, relevant and memorable ways.
To introduce the first Dunkin’ coffee that could be brewed at home, we created a tiny home that was powered by recycled Dunkin’ coffee grounds. The home was available on Airbnb, for the price of a bag of Dunkin’ coffee. To get social amplification, a variety of culinary, style and eco-minded influencers were our first guests.
We partnered with EA to integrate Dunkin’ into Sims Social on Facebook. Now people could run on Dunkin’ the virtual world.
We also worked with Waze to create the first brand integration in their history. We showed travelers the way to the closest Dunkin’ and provided the ability to order ahead to keep on running.
The summer
runs on Dunkin’
Dunkin’ partnered with Spotify to create a five-city pop-up outdoor concert series. Grammy award-winning Christylez Bacon created five original music tracks using instruments made only from Dunkin’ iced coffee – cups, straws, ice and coffee beans.
Results
#1
in customer loyalty seven years in a row
#1
retailer of hot and iced coffee in the U.S.
#1
retailer of bagels and donuts in the U.S.
$29
ROAS
Get in Touch
For new business partnership inquiries, press questions, and more contact us at Joseph.Bailey@hhcc.com
Let's Go