DUNKIN' DONUTS / THIS IS COFFEE
As its name suggests, when you think Dunkin' Donuts, you may not think coffee first. But, the truth is, Dunkin' puts as much care, dedication, and time into making the perfect cup as anyone, if not more. Or, in other words, they're not getting the credit they deserve for having great coffee. So our challenge was to create an evergreen creative platform, not a one-off campaign, that put a stake in the ground. A quality first message. That called out the competition without actually calling them out. That asserted Dunkin's coffee leadership in the market. We began with an integrated campaign featuring tv, ooh, in-store, digital/mobile advertising, and social content. The creative platform continues to manifest into other initiatives, including promotions, packaging, and more.
BROADCAST - "THIS IS COFFEE"
OUT OF HOME
SOCIAL CONTENT
PHOTOGRAPHY