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2020 FINALIST CHALLENGER BRAND SOLUTION / COMMERCE & SHOPPER EFFIES
UNITED STATES
Crystal Rix, Chief Strategy Officer Brenna Tharnstrom, Senior Planner Chris Daniele, VP, Director of Digital Analytics and Measurement Lead David Lubars, Chief Creative Officer Dan Blaney, VP, Group Executive Producer Doug Fallon, Executive Creative Director Steve Fogel, Executive Creative Director Talon Gustafson, Associate Creative Director Brian Pinkley, Senior Art Director Jim Santora, EVP, Senior Director Alex Castellanos, Account Manger
Publicis North America
Liam O'Neill, EVP, Client Lead Adriann Fonstein, VP, Group Director, Connections Strategy
Jones Knowles Ritchie
Nell Strizich, Account Director James Tayler, Creative Director
Arc Worldwide
Matt Denton, EVP, Creative Director
RF|Binder
Joss Gitelson, Executive Manager Director
SUMMARY
Espresso is the future of the coffee category, but Dunkin’ wasn’t getting a piece of it. We had offered espresso since 2003, but the product was disappointing. Our launch of an improved espresso line needed to transform perceptions; people didn’t believe Dunkin’ could do espresso. With a campaign that leaned into the unexpectedness of Dunkin’s delicious espresso, we convinced skeptics that the best-tasting espresso was right under their nose: at Dunkin’. Ultimately, we grew espresso sales by 67%, with Dunkin’ named QSR Magazine’s “2018 Most Transformational” brand.
