“Dunkin' First Name Basis”


AWARDS

D&AD, Graphite & Wood | Cannes Lion, Bronze | The One Club, Silver & Merit (3)


To be to most loved on-the-go beverage brand, and to keep America Running well into the future, Dunkin’ challenged us to reposition and refresh the brand via a new visual identity and brand personality. Through frank, fun, and familiar copywriting, we harnessed the social conversation while developing award-winning out-of-home media, digital content, store experiences, and strategic platforms for seasonal product innovations.

We officially put Dunkin' on a “first name basis” with America. This new unapologetic identity proudly and playfully captured the nostalgia of the brand, while amplifying it to inspire the needs of today’s on-the-go consumer.

Copy: Made for One Bite Snackers, Flyby Feasters, and Full Box Eaters

Copy: Made for Long Meeting Guzzlers, Full Team Dunkers, and Crowd Pleasers

Copy: Made for the Early Risers, Schmear Spreaders, and Toasted Lovers

MLB Partnership

Cup Designs with unique, iconic “hometown team” language localized the brand and differentiated Dunkin' from its competitors.

The results were sweet.


3 billion impressions, 260 online articles, 24 broadcast placements, over 30,000 social media mentions and "Dunkin'" becoming a Top 10 Trending Topic on Twitter – with no paid media support.


Dunkin' confirmed the name change was the most talked about campaign in its 70 year history.