Summer of Coffee
CLIENT: Dunkin' Donuts
ROLE: Art Direction & Creative Direction
YEAR: 2017
DISCIPLINE:
RESULTS:
THE ASK:
Dunkin' needed a summer platform that could stretch across every touchpoint — TV, point-of-purchase, out-of-home, and social — to launch a new lineup of coffee flavors: Caramel, Coconut, and S'mores. The work had to feel cohesive across formats while giving each flavor its own moment.
Dunkin' doesn't break out campaign-level ad performance, but the launch quarter delivered strong category growth for the brand:
+0.8% U.S. Comparable Store Sales
Q2 2017 — beverage growth led by the iced coffee category
+0.6% U.S. Comparable Store Sales
Q3 2017 — sustained through the S'mores donut launch and campaign run
$100M+ RTD Iced Coffee Sales
Since launch, per IRI data, as of Q3 2017
CONCEPT & LOOK:
I developed the creative concept and visual language for the campaign — a bright, playful take on summer built to carry across TV, print, and social without losing its energy at any size. Every asset, from the hero TV spot down to a single social GIF, needed to feel like part of the same world.
TV AD:
The TV spot anchors the campaign, setting up the tone — sun, fun, and coffee — that every other touchpoint plays off of.
SOCIAL INTEGRATION:
Each flavor got its own animated moment for social: Caramel, Coconut, and S'mores, each translated into a short, snackable GIF that carried the campaign's look into a feed-first format.
MY ROLE: