Strategy and Idea
Dunkin’ coffee is, if anything, consistent. While this is a seemingly boring concept, we thought it was something that could be celebrated. Consistency is hard to achieve. Consistency is unexpected in a world of constant change. Flip it on its head and consistency can be funny, unique and ownable. We expressed this idea of consistency on the back of a platform we called: “The Greatness of Sameness.” An idea to drive home the point that Dunkin’ is the most consistently delicious coffee around, no matter how you take it—with cream or sugar, iced or hot.
To help illustrate this idea of consistently great coffee, no matter how you drink it, we built a configurator. Dunkin’ fans are able to not only build their favorite Dunkin’ coffee, they’re also invited to proudly share it with the world, across social channels.
The Coffee Story
First and foremost, we needed to tell the Dunkin’ coffee story in a simple and engaging format. So we kept the content light and the visuals big and beautiful. The storyline focuses on how consistently great coffee is Dunkin’s goal for each and every cup they pour.
Fans can’t get enough of their Dunkin’. So we provided some insider know-how, along with tips for brewing at home. Social sharing tools were also included in relevant places to encourage people to pass cool info along.
ACD: Larry Mintz
Copy: Lynn Bossange
Art Director: Josh Bean
Designer: Erika Decker
Illustrator: Jessi Tubero
Strategy: Alyssa Ackerman