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Dunkin'
Winning A Heated Debate with Ice

RAN IN: United States

CLIENT
Dunkin Brands


AGENCY
Leo Burnett Chicago *Lead Agency

Mikal Pittman, EVP Creative Director
Justin Lesinski, Creative Director
Evan Thompson, Creative Director
Joe Tipre, Execitive Producer
Christen James, Producer
Taylor Bartley, Account Supervisor
Dana Stotts, EVP Account Director
DeNeatra Love, VP Account Director
Jamie Mack, VP Account Director
Elke Anderle, EVP Strategy Director
Ryan McKone, SVP Strategy Director
Madison Matre, Account Supervisor
Tori Ofenlock, Social Strategy Director
Harry Bahrenburg, Producer


Zenith *Lead Agency



MSL Group



Wasserman



PXP



Arc Chicago



SUMMARY

How do you reverse Dunkin’s declining Iced Beverage business with a young audience that’s obsessed with Starbucks? You take their side in a cultural debate. In a world where shaking your iced coffee creates eye rolls, we celebrated this polarizing behavior so our fans could more freely enjoy, and shake, their Dunkin’ Iced. As a result, we became the most talked about iced coffee of the summer and returned Dunkin’s Iced business to growth (from -9% to +3% vs. YA).

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Influencers,Digital Mktg. – Short Video (:15-3 min.),Digital Mktg. – Social: Organic,Digital Mktg. – Social: Paid,Events,Public Relations,Influencer / Key Opinion Leader,Sponsorships – Entertainment,TV

Language: English