How can Dunkin’ win more coffee drinkers in a category where brand-loyalty is so crucial? We go where competitors don’t exist.
The target for this campaign was not the hipster cafe drinker. It was the hard-working, blue-collar sports fanatic that needs a little boost in their day. Sports and coffee aren’t immediately associated, so we had to get crafty with our deluge of promotions and content.
We wanted to make Dunkin the go-to brand for sports coffee. This entailed sponsorships, partnerships for online content and tons and tons of promos and incentives to come into store and download the app.