For years, Dunkin’ customers around New England proudly practiced “double-cupping”, asking for an extra foam cup to insulate an iced coffee cup. Dunkin’ however, came to the realization that styrofoam cups were not a sustainable option and they had to make a commitment to change. But they needed to convince their customers that a smaller environmental footprint was worth sacrificing their long-standing habit.
We realized the true problem was that this audience didn’t want to hear an environmental message. To these customers, double-cupping was an entrenched part of their routine, and they felt a sense of entitlement to the styrofoam cup they’d come to know and love. To defuse that, we knew our message had to shift to humor, entertainment, and a message everyone could relate to: breakin’ up.
We built a lighthearted, social-media centric campaign that personified both cups and built awareness around their “break up”. By focusing on social storytelling, and incorporating OOH, partnerships, influencers, and media relations, we made a local campaign a nationwide story.
Some relationships just aren’t sustainable.
Like, Dunkin’s with foam cups.
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.
Chief Marketing Officer, Dunkin’
"The entire team that has done such an amazing job on the double cupping project and I am loving the press reaction, as anticipated. You and the team maintained enthusiasm, creative drive, and terrific partnership throughout the whole process."