Dunkin’

PR / Social / OOH / In-Store / Influencer / Storytelling

Dunkin’ wanted New Englanders to stop “Doubling Cupping,” which when customers ask for an extra foam cup to insulate their iced coffee cup. 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 / Press: NBC, CNN, ABC, The Wall Street Journal, The Boston Globe, The Providence Journal, Boston Magazine, DieLine, Reddit, & AdAge.

Phase 1: The Breakup

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 Dunkin’ Iced Coffee Cup announce the breakup VIA social STORIES.

OOH / Hyper-local out-of-home helped spread the word in Boston and Providence.

Phase 2: The Single Life

After the official breakup, we showed our audience that a single iced coffee cup will be totally fine on its own. In fact, it can live its best life.

Social / We gave the Dunkin’s followers a taste of the Iced Coffee Cup’s single life to let them know that it was doing A-OK after the breakup, and to reassure them that they would be too. Bonus: We asked followers offer up suggestions of who the Iced Coffee Cup should date next: A muffin? A donut? A bagel? Those who participated got a special discount on their chosen combo.

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