In a truly far-reaching campaign, Dunkin’ went out of this world for the launch of its new Cosmic Coolatta summer drink series by announcing the discovery of the 'Cosmic Coolatta Constellation.'
Created by BBDO New York, the campaign centers around the discovery that four stars within the Ursa Major constellation resemble the exact shape of a Cosmic Coolatta — essentially, cup-shaped. So Dunkin’ took it upon itself to declare the cluster the Cosmic Coolatta Constellation — the galaxy’s only everlasting billboard made of real stars, perfectly visible in the night sky at the exact same time as Dunkin’s summer promotion.
To drive the point home, Dunkin’ even held a viewing event in Boston where fans watched as the four stars came into view over Boston harbor — perfectly aligning with a Cosmic Coolatta on a custom made AR billboard. An astronomer was on hand to field questions and guide people through the event.
The Drum’s readers thought this stretch into the cosmos to promote a frozen beverage was inventive enough to vote it the US Creative Work of the Week.
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