Client

Dunkin' Donuts

Problem

How do you help a beloved regional coffee player take the national stage?

Executions

Branding, Digital, OOH, Print, Radio, Social, TV

In 2006, ownership of Dunkin’ Donuts passed to a private-equity consortium and they needed a breakthrough idea that would efficiently and dynamically position them against this highly varied competitive set, get consumers into their stores, and create an identity that accurately reflected the brand’s heritage and its future value.

In an effort to achieve these long-term goals, we were asked to help develop a brand positioning that would propel Dunkin’ well into the next decade. We needed to help articulate the essential appeal of the brand to the nation in a way that was “big, simple, and declarative.”

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With the “America Runs on Dunkin’” tagline as our strategic and creative anchor, we launched an integrated campaign that celebrated our busy, on-the-go guests, who relish their routines and get stuff done.

In all of our executions, Dunkin’s coffee, bakery items, and snacks provide our guests with the fuel they need to get going and keep going throughout their busy days. “America Runs on Dunkin’” is much bigger than an ad campaign; it’s a rallying cry for the brand — at headquarters, with franchisees, and in stores.

Since then, our efforts helped Dunkin to become not just one of America’s most loyal brands, or one of America’s most social brands, but America’s favorite coffee in the process.

Over the course of our relationship, we demonstrated what it means to be an iconic brand in modern America, continually reinventing the way the brand platform was expressed to a mass audience with ever-evolving media habits.

With Monday Night Countdown, we created the first branded  hashtag with ESPN, and promoted #DunkinReplay, real-time weekly reenactment of Monday Night Football highlights using Dunkin’products.

We enlisted influencer BdotAdot5 to create shareable Monday Night Football content, and we became the first marketer to leverage ESPN’s Periscope channel.

We partnered with Discovery Channel to creative an immersive, 360-degree VR series showcasing everyday, hardworking people who are always running,  and became the  the first marketer to use an XBOX snap feature to accompany live programming.

Our Summer Soundtrack Spotify activation featured a five-city pop-up concert series and other exclusive content distributed across social channels and custom connected TV apps.

As one of the first brands to partner with Waze, we integrated mobile ordering directly into the app, and served ad content to people driving to a competitor’s location.

Partnering with NBC’s “America’s Got Talent,” we created a seamless mass-reach platform that brought Dunkin to life through a mix of fun branding, organic product integration, and creative messaging.

We helped launch the Dunkin’ mobile app and Perks loyalty program – helping its 21 million users get back to keeping america running faster than ever.

And on National Donut Day, we crushed the competition with over six and a half million engagements, and 2 billion earned media impressions. Resulting in the sixth highest day of foot traffic ever and an all-time beverage sales record.

Results

  • #1 retailer hot and iced coffee by the cup
  • 7 straight years of sales growth
  • 8/8 years winner of the Brand Keys Customer Loyalty Award

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