THE HOLE
NEW CAFÉ
EXPERIENCE.
Client: Dunkin’ Donuts Europe | Category: Brand concept, social media, event, OOH, print
How we filled American attitudes with regional relevance.
Dunkin’ Donuts is one of the world’s largest coffee and baked goods chains with 11,000 cafés in 33 countries. At the beginning of our collaboration, they needed our help to launch Dunkin’ Donuts here in Sweden. Later, the assignment grew to strengthen the brand’s position in other European markets.
KEY EMOTIONAL DRIVER
Which café you choose for a coffee-break with your friends says a lot about who you are – and determines how you will be perceived. The Swedish café market is fairly conservative. Dunkin’ Donuts definitely isn't. Our promise: At Dunkin’ Donuts you will have a whole new coffee experience: The hole new fika (‘fika’ being the Swedish coffee break tradition).
IMPACT
We positioned Dunkin’ Donuts as a more fun, less pretentious and much more colorful brand than the competition. The playful tonality we created was so successful that the brand wanted our help to inject such energy into other markets such as Spain, Iceland and Germany (where we did all social media, community management, campaigns and promotion for years).
SELECTED
WORK FOR
DUNKIN’ DONUTS.
THE BIG LAUNCH CAMPAIGN
THE HOLE
NEW FIKA.
A 360° campaign with social media as the main channel teased the grand opening of the brand’s first-ever Swedish café in Täby Centrum – in our colorful, happy and cheeky way.
Thanks to the hype of the campaign, over 100 people slept out in Täby Centrum the night before the opening, all eager to be the first to try the Hole New Fika. The queue was still there three days later.
Sales in the café’s all-important opening week beat all other markets and were rewarded within Dunkin’ Donuts as Europe's best campaign with over 6,000 customers each spending an average of 153 SEK. The hype spiked huge media interest which fuelled sales even further and added thousands of followers to Dunkin’ Donuts’ brand new Swedish social media platforms.
CAFÉ OPENINGS
IN GREATER
STOCKHOLM.
EVENTS
After the roaring success of Dunkin’ Donuts’ first café opening in Täby Centrum, we launched a further six stores in Sweden. Ahead of each café opening, we ran promotions and events to increase engagement and create hype.
ONGOING
SOCIAL MEDIA.
2 markets. 5 years. Over 1,000 entries and stories. 256 ad campaigns.
For over five years, we’ve been driving all of Dunkin’ Donuts’ social media on the Swedish and German markets. From campaign planning, creating, publishing and sponsoring content, to full community management in both Facebook and Instagram. Always on brand and always on a very stringent budget.
PROMOTION
DUNKIN’ DONUTS
MOOD TRUCK.
When we were to launch new Toffee Nut Latte and Caffè Mocha in Germany in the middle of the chaotic, cold, dark Christmas season we had a tough challenge ahead: to urge people to take a break in the pre-holiday stress and try one.
Our solution: instead of positioning the drinks as new coffee alternatives, but mood boosters in these dark times – and crucially, take the drinks to the people not the other way round.
Our Dunkin’ Donuts Mood Truck became the heart of a vast social media campaign. This happy mobile tuk-tuk café conquered the streets of Nuremberg, Trier and Hamburg, offering delicious tastings and lifting people's mood. Local influencers helped spread the word and drive traffic of depressed Germans to the Mood Truck. Of course, we reported live on Dunkin's channels to allow the entire country's community to share in the positive energy.
