Dunkin’ Donuts
Despite the fact that it is one of the world’s top coffee retailers, for much of its history Dunkin’ Donuts was regarded as a regional donut chain and Northeast-only favorite. As Dunkin’ Donuts initiated significant expansion throughout the U.S, it looked to expand its offering with new espresso and flavored iced tea beverages. To help enhance the perception of being a beverage leader in the increasingly competitive quick service restaurant industry, we created buzz-worthy digital campaigns aimed at raising awareness while furthering the brand’s hallmark of being a “fun” brand.
DiscoverDunkinEspresso.com was designed around only one available key asset. This posed a challenge for creating a rich-enough website to entice visitors to visit and share.
Creating a layer of hidden information, we invited those curious about new espresso offerings to peer into the composition of each beverage by moving a magic magnifying glass over the page.
“Easter eggs” were added to provide more intrigue to the simple page, and further educated consumers on the quality and history of Dunkin’s espresso beverages.
We translated this concept to social media where a simple execution tested fan’s knowledge and then revealed the answers.
To promote Dunkin’s expansion into flavored iced teas, we created a social media campaign that appealed to the sensibilities of customers seeking a side-order fun.
With a insights drawn from notable behavioral food expert Juliet A. Boghossian, 5 personality types were mapped to 5 Dunkin’ flavored iced teas. Users were encouraged to share their personality types creating online buzz around the new beverages just in time for the summer season.