The Challenge
Dunkin’ wanted to stop “Doubling Cupping,” which is the practice of asking for an extra foam cup to insulate an iced coffee cup. But New Englanders 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.
Using sequential social storytelling, we told the story of the breakup from the newly-single iced coffee cup’s perspective.
TD Garden Dance Cam
Hyper-Local Out-of-Home
Boston and Providence
