CLIENT
Dunkin Brands
Christina Stoddard, VP, Group Planning Director
AGENCY
Crystal Rix, Chief Strategy Officer
Brenna Tharnstrom, Senior Planner
Chris Daniele, VP, Director of Digital Analytics and Measurement Lead
David Lubars, Chief Creative Officer
Dan Blaney, VP, Group Executive Producer
Doug Fallon, Executive Creative Director
Steve Fogel, Executive Creative Director
Talon Gustafson, Associate Creative Director
Brian Pinkley, Senior Art Director
Jim Santora, EVP, Senior Director
Alex Castellanos, Account Manger
Publicis North America
Liam O'Neill, EVP, Client Lead
Adriann Fonstein, VP, Group Director, Connections Strategy
Jones Knowles Ritchie
Nell Strizich, Account Director
James Tayler, Creative Director
Arc Worldwide
Matt Denton, EVP, Creative Director
RF|Binder
Joss Gitelson, Executive Manager Director
SUMMARY
Espresso is the future of the coffee category, but Dunkin’ wasn’t getting a piece of it. We had offered espresso since 2003, but the product was disappointing. Our launch of an improved espresso line needed to transform perceptions; people didn’t believe Dunkin’ could do espresso. With a campaign that leaned into the unexpectedness of Dunkin’s delicious espresso, we convinced skeptics that the best-tasting espresso was right under their nose: at Dunkin’. Ultimately, we grew espresso sales by 67%, with Dunkin’ named QSR Magazine’s “2018 Most Transformational” brand.
