Dunkin' — Lindsey M. Campbell / Writer

The Breakup

Phase 1: The Breakup / How we announced the breakup of New England’s most beloved celebrity couple.

Kiss Cam

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

Social Stories

Social / Like other big celebrities, we had the Dunkin’ Iced Coffee Cup announce the breakup to its’ social followers.

OOH

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

The Receipts

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’s living its best life.

Social Stores

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 followers that they would be too.

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.

Dunkin’

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

Dunkin’ wanted New Englanders to stop “Doubling Cupping,” which is the practice of asking for an extra foam cup to insulate an iced coffee cup. But New Englanders were resistant—even though fewer foam cups means less waste. To ease the response, we made the The Double Cup breakup—publicly. 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.