Challenge
Dunkin’ wanted to stop “Double Cupping,” which is the practice of asking for an extra foam cup to insulate an iced coffee cup. But New Engladers were hesitant. In fact, they were downright resistant--even though fewer foam cups means less waste and a smaller footprint.
Solution
We made the Dunkin’ Double Cup breakup. To do this, we developed a lighthearted campaign that personified the two cups in question. By focusing on social storytelling, and incorporating OOH, partnerships, influencers, and media relations, we made a local campaign a nationwide story. Using sequential social storytelling, we told the story of the breakup from the newly-single iced coffee cup’s perspective. To connect with New Englanders, we brought our message right to their house — The TD Garden. Influencers and endorsers helped ease the breakup angst by showing double-cuppers that change can be a good thing. Hyper-local out-of-home and in-restaurant messaging helped spread the word in Boston and Providence. A strategic PR approach fed multiple news cycles, leading with selectively placed regional coverage that we knew would be extended quickly by major national outlets.
Results
12.42% Engagement 2.3M Impressions 0.12% Shares
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