When Dunkin’ Donuts needed its brand identity to reflect its ever increasing product offering,
we supported a simple solution. There was no need to add, just simplify. Consumers deserve an option
in the crowded coffee space that is bright, fun, and personable.
Role: Creative Direction, Creative Strategy, Concept Development, Copywriting, Art Direction
To support the announcement of the brand name change, my team shaped the message
with a positive spin… after almost 70 years of getting to know you, Dunkin’ is now
“on a first name basis”. The campaign earned billions of media impressions and the story
was picked up by literally everyone.
The first post in support of the announcement leveraged a simple branded name-tag image to help the brand introduce itself. The post earned over half a million views on Twitter alone and became a trending story in the U.S.
The second post in the series offered a friendship bracelet giveaway, reinforcing the brands role in its fans lives. Suffice to say, people went bananas for the swag.
To squelch any fears that Dunkin’ was walking away from delicious donuts, we also reinforced the brands donut DNA.
As the brand was introducing a revised espresso menu, we sprinkled on a little Dunkin’ messaging.
The objective was to resist the knee-jerk desire to throw everything out and start over. The creative strategy was to embrace the things that make the brand unique. A clean, bright and fun alternative to the snooty coffee scene.