Dunkin Donuts | ”giving it 110%”

Problems: The recession  forced commuters to cut back on coffee, breakfast and lunch from fast food franchises. What consumers don’t know is that Dunkin Donuts was founded on and helped fuel America out of The Great Depression. Most importantly, Dunkin Donuts is a quasi-bakery that doesn’t serve a bakers’ dozen.

Insight: Dunkin’s customers, hard-working Americans, pride themselves on their cliched  ”giving it 110%” work ethic.

Solution: Inspire Americans to keep giving 110% by setting a good example. Give Americans a bakers’ dozen worth of everything Dunkin Donuts sells.

To do this, we created a line of promotional Bakers’ Dozen products to be sold next to their pre-ground coffee in supermarkets and at franchise locations.

To get the word out about the promotion, we created a campaign targeting morning commuters. The target market spends a lot of time with traditional media, especially while commuting. So our campaign features: print, radio, outdoor and point of purchase poster ads to remind commuters to stop at Dunkin Donuts on the way to work.

Radio:

Print:

Outdoor:

In-Store Poster

MY ROLES: Concept development, copywriting, product development/design. 

AD: Stuart Knowlan
CW: Adam Aceino
CD: Cabell  Harris

Billboard coupons help destitute get wasted

Trying to help consumers through the recession, James Ready beer and Leo Burnett in Toronto made deals with local retailers to offer "billboard coupons." The idea was: You could snap photos of the coupons, redeem them at the local businesses and have lots of money left over—which you should then not spend wisely like a responsible impoverished person but piss away on cheap beer. Presumably, if your financial situation gets even bleaker, you could always move on to the hard liquor.