INTEGRATED CAMPAIGN
In the fall of 2019, Dunkin’ decided to eliminate all styrofoam cups from their stores. Which was a problem for us New Englanders, famous “double-cuppers” – coffee drinkers who put the plastic cup inside the styrofoam cup so as to avoid undue hand moisture. Dunkin’ correctly sensed there would be backlash to this extremely sensible move. Their request: develop a lighthearted campaign to get ahead of it.
I created the “Double Cup is Breakin’ Up” concept and helped execute the rest of the campaign, which included some cheeky online videos, a bunch of billboards, a social campaign and a whole slew of earned media coverage. For two weeks, we helped curb the emotional anguish as Providence and Greater Boston were awash in “Breakin’ Up” messaging. People were still upset, but we softened the blow.
In less than two weeks, the breakup had made big headlines around New England and beyond, getting picked up by the Globe, the Herald, The Wall Street Journal, and more.
“Sorry Dunkin’ fans: No more double-cupping, and they know you’re mad about it” - Boston Globe, 11/14/19
“Dunkin’ tells customers it’s time to ‘break up with the double cup’” - Boston Herald, 11/15/19
“Dunkin’ Breaks Up With Foam Cup—and Fans Start Hoarding Foam” - Wall Street Journal, 11/24/19
“No More Double-Cupping at Dunkin’” - NBC10 Boston, 11/15/19