The premise is that Dunkin’s new line of espresso drinks are unexpectedly delicious, and will surprise you because not everyone expects to go to Dunkin’ for an amazing latte, Americano or macchiato.
The fully integrated campaign, called ‘Sipping is Believing,’ includes TV, radio, social and display. Three videos highlight the surprise and excitement you feel when you discover something great. The two TV spots, ‘Young and ‘Subtitles,’ capture people in surprising situations. In one, two office workers are talking about how surprised they are that the Dunkin’ espresso are drinks are so good, comparing their level of surprise on hearing that their extremely young-looking boss named Gary is actually 48. Another finds two hospital workers who are unable to carry on a conversation because they can’t stop drinking Dunkin’s new lattes long enough to speak, so the one must read subtitles of the other’s thoughts through subtitles..
An extended online film promotes a faux line of ‘Espresso-Wear’ that demonstrates people’s passion for Dunkin’s new espresso drinks. There are Cappu-chinos, Americano-veralls and Latte-nk Tops, which allow people to keep their hands free and their espresso drinks close by at all times.
According to the company, the Dunkin' line of handcrafted espresso drinks utilizes new, state-of-the-art espresso equipment for optimal espresso bean extraction, a new recipe for a stronger and more robust flavor profile and even a bold and bright new cup design. The chain will be doing sampling and offering specials to promote the line of drinks.
"With our new espresso lineup, we're now offering a terrific espresso at a great value, delivered at the speed of Dunkin'," said Tony Weisman, chief marketing officer, Dunkin' US. "We believe the rich and smooth taste of our new handcrafted espresso creates a powerful new choice for America's growing community of espresso drinkers. We look forward to proving it to America with each sip, beginning now."