What is the story about?
What's Happening?
Dunkin’ has unveiled its 'Iconic Home' campaign, designed by PSOne for the JM Smucker Co and led by BBH USA, to emphasize its coffee products for home use. The campaign features minimalist imagery, with a bag of Dunkin’ At Home coffee positioned to resemble a rooftop against gradient skies that reflect different times of day and seasons. This approach aims to shift consumer perception, highlighting Dunkin’ as not only a drive-through staple but also a household brand. The campaign is being rolled out across various platforms, including out-of-home, digital, and social media placements, with a prominent display in Times Square.
Why It's Important?
The 'Iconic Home' campaign represents Dunkin’s strategic effort to expand its market presence beyond physical stores and drive-throughs, tapping into the growing trend of at-home coffee consumption. By focusing on simplicity and design, Dunkin’ seeks to strengthen its brand identity and appeal to consumers who prefer brewing coffee at home. This move could potentially increase sales of Dunkin’ At Home products, positioning the brand as a versatile option in the competitive coffee market. The campaign's minimalist approach may resonate with consumers seeking a straightforward and elegant coffee experience.
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