Dunkin’

PR / Social / OOH / In-Store / Influencer

Dunkin’ wanted New Englanders to stop “Doubling Cupping,” which is when someone asks for an extra foam cup to insulate their iced coffee. But they weren’t having it. To ease the response (read: irate drive-through exchanges) to Dunkin’s attempt to be more environmentally-friendly, we made the “The Double Cup” breakup—publicly—in a two-phase campaign. And in just two weeks, we made a local campaign a national story.

Results / 372 million impressions, 12.4% engagement rate, and 200+ national media stories: NBC, CNN, ABC, The Wall Street Journal, The Boston Globe, The Providence Journal, Boston Magazine, DieLine, Reddit, & AdAge.

Phase 1: The Breakup

Video / How we announced the breakup of New England’s most beloved celebrity couple.

PR / We aired the breakup live at the TD Garden during a Celtics game via Kiss Cam.

Social / Like other big celebrities, we had the couple put out a joint statement via social.

Influencers: To amplify our message, we also asked some social icons to spread the word with sponsored posts.

OOH / Hyper-local out-of-home let Boston and Providence commuters know what went down.

Phase 2: The Single Life

Video / After the official breakup, we helped our audience see that Dunkin’s newly single iced coffee cup would be totally fine on its own. In fact, it could start living its best life.

Social / We gave Dunkin followers a taste of the Iced Coffee Cup’s single life—and got them in on the action by asking for suggestions of who the cup should date next. A muffin? A donut? A bagel? To thank them, we slid into their DMs with a special discount on their chosen combo.

OOH / We changed up our OOH message to let commuters know that from now on, they’d be holding a single iced coffee cup.

The Response: New Englanders did us proud—they were pretty cool about the whole thing and even had some fun with our concept. :)