America runs on Dunkin’, so in 2018 Dunkin completely relaunched their espresso offerings with new equipment, a new look and a whole line of handcrafted drinks. So it was time for America to start running on Dunkin’ espresso too. Because Dunkin’ maybe isn’t the place you’d expect to get a handcrafted Cappuccino. Latte. Americano. Or Machiatto. But we wanted to change that with some unexpected social videos to help spread the word that sipping is believing.

Dunkin’s new espresso drinks are so surprisingly delicious, you’ll want one with you as you go about your day. But carrying an espresso drink around can be cumbersome. That’s why Dunkin’ created a series of social videos featuring a faux-fashion line called Espresso-Wear. Espresso-Wear allows you to hold your coffee in your clothes, leaving your hands free so you can go about your business. The line features Cappu-chinos, Americano-veralls and a Latte-nk Top. We set the videos to a signature song that captures the feeling of freedom that Espresso-Wear gives you.

In 2017, there were 2.4 billion servings of espresso sold and Dunkin’ only made up 5.3% of the market share. America has always run on Dunkin’, but in 2018, they saw a business opportunity to get it running on espresso. They relaunched espresso with new equipment, a new look and a line of handcrafted drinks.

Because Dunkin’ maybe isn’t the place you’d expect to get a handcrafted Cappuccino. Latte. Americano. Or Macchiato. But we wanted to change that with some unexpected social videos to help spread the word that sipping is believing.

Objective: steal share of espresso market from competitors.

Target Audience: everyday espresso drinkers, “switchers” who get their espresso fix from multiple locations (other QSRs, convenience stores or gas stations). They’re not taste or brand loyalists, but due to frequency of purchase, price is salient.

1. Implementation - Social

2. Timeline – 11/18- 1/31

3. Placement – Facebook, Instagram, YouTube

See CONFIDENTIAL