Dunkin’ Donuts - Test

Inflection Point: Launching a new product into a crowded consumer category.

When Dunkin’ Donuts introduced an entirely new line of flavored coffees, it needed help gaining traction in a highly diverse consumer market saturated with competitive noise.

To bring attention to this new product line, we created an awareness campaign modeled after wine tastings. Synchronized marketing programs were developed for key target audiences, including the general press, trade press and college students – key early adopters in many new consumer categories, including beverages.