Dunkin': Winning a heated debate with ice

Dunkin's, a coffee and doughnut brand, partnered with pro-Shakers in the US to own the cultural conversation around iced coffee and reverse the declining iced beverage business.

Campaign details

Brand: Dunkin' Brand owner: Dunkin' Brands Entrant company: LEO BURNETT, USAIdea creation: Leo Burnett Chicago Market: United States Sector: Restaurants & takeaways Media channels: Public relations, Online video, Point-of-purchase, In-store, Mobile & apps, Outdoor, Out-of-home, Television & Connected TV, Email marketing, Radio & audio, Online display, Word of mouth, Influencers, KOLsBudget: 10 - 20 million

Executive summary

How do you reverse Dunkin’s declining Iced Beverage business with a young audience that’s obsessed with Starbucks? You take their side in a cultural...

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