During a popular TV programme (I’ve got a question for you) someone asked our Prime Minister, José Luis Rodriguez Zapatero, how much a coffee costs. ZP, as he’s known in Spain, replied “0.80 Euros”. For most people this reply was totally unreal. For us, it was a great opportunity to promote Dunkin’ by creating “The ZP Coffee”. A coffee that only costs 0.80 euros.The campaign ran in every Dunkin’ Coffee in Spain. POS material showed a delighted double of ZP rejoicing in the fact that thanks to Dunkin’ there does exist a coffee at the price he quoted: € 0.80.

With a low expenditure we managed to make a big impact in different media and our client saw an overall increase of 11% in cash slips while the campaign was running.