Dunkin’: America Runs on Kindness
Dunkin’ changes its name from Dunkin’ Donuts to Dunkin’ but that doesn’t mean they are abandoning donuts forever. The Dunkin’ name change is an attempt to modernize the look and feel of the brand. Dunkin’ hopes to gain a deeper connection with the audience as well as pay homage to the donut lovers at the start of 2023 with Dunkin: America Runs on Kindness.
Key Message: We all remember a time when we were surprised with a box of Dunkin Donuts.
Going into 2023, Dunkin’ wants to bring people together by encouraging consumers to #passthekindess by surprising those around them with a box of donuts from Dunkin’.
Goal: By building community Dunkin’ can expect to see sales continue to rise and consumer loyalty rises.
Roles: Art direction, strategy, typography, graphic design, and copy.
Tactics
OOH billboard
hmmm. I remember the feel-good feeling that comes with bringing in a box of donuts. This out-of-home tactic was to directly lead consumers to a Dunkin’ as they start their day. The copy starts to create a communal aspect of the Dunkin’ experience in the minds of the consumer(whether it be through Donuts or Coffee).
Roles: Strategy, Art Direction, Graphic Design, and Copy.
Instagram Campaign
Instagram Carousel
Caption: This 2023, we are all about passing the kindness. Download the Dunkin’ app in order to receive 15% off boxes of donuts all month. Use #passthekindness to show off an extra sweet reaction while surprising someone with a box of Dunkin’ Donuts. The sweetest reactions will win free Dunkin’ for a year! Link in bio.
Instagram Stories
and Stickers
Create and share your own sweet Instagram story!
Instagram Reels
Repurpose message in video format to gain prioritization and views based on Instagram algorithm.
The purpose of this social campaign was to create a more people-centric brand representation on Instagram.
Simultaneously, Dunkin’ would establish a series of influencer tactics that would encourage UGC (as seen in the Times Square interactive billboard).
Roles: Strategy, Art Direction, Graphic Design, and Copy.
Interactive Box Design
The purpose of this box re-design was to:
Further, allow customization and deepen the connection between Dunkin’ and its consumer base.
Give consumers a package that is much more than a package but a vessel to share, create UGC, and build community.
Roles: Strategy, Art Direction, Graphic Design, and Copy.
Live “Extra Sweet Reaction” Billboard:
The purpose of the interactive billboard is to highlight UGC while encouraging those to join Dunkin’ as they #passthekindess
Roles: Strategy, Art Direction, Graphic Design, and Copy.
Process!
and some ideation before final comps were completed.
