The People’s Coffee

Dunkin’ Donuts – Mock Campaign

Re-branding

Business Challenge:

Create a more dedicated and well-rounded customer base, appealing to a more general audience.
Customer Promise:

Dunkin’ is the peoples coffee, the place for the average coffee drinker to stop by for a quick and convenient caffeine experience.
Positioning Statement:

A convenient, quick, and simple coffee experience. Dunkin’ has a middle class personality that is targeted more towards the consumer that simply wants to purchase coffee, without all the attitude.