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.
Idea + 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.
Marketing Communication Strategy
Social Strategy & Execution
Paid Media Strategy
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."