Situation
Dunkin' Donuts needed a sales driver for its New York stores in May 2010 to support an advertising campaign celebrating the defending World Series Champion New York Yankees. Specifically, Dunkin' was looking to market its iced beverages in a fun and creative way that would resonate with both Yankees and Dunkin' fans.
Challenge
Our logistics team faced a tight timeline for coordinating drop-shipping to 1,500 Dunkin' stores, requiring BDA to push for an aggressive production schedule with the factory.
Solution
Dunkin' wanted to include the Yankees logo on its 14 oz., 24 oz. and 32 oz. disposable cold beverage cups. Additionally, Dunkin' proposed creating a co-branded collectors cup for upselling its 16 oz. iced beverages. The BDA creative team provided two collectors cup designs—solid blue and a pinstripe version so consumers had a selection (and could collect both). To tie in with Dunkin's "Hats Off to New York Champions" media and PR campaign, BDA produced a commemorative cap as an in-store retail item. Each cap included three coupons for free 16 oz. iced beverages and a hangtag directed consumers to enter an online sweepstakes. Dunkin' crew members wore similar hats to support the promotion.
Result
BDA produced and shipped product to more than 1,500 Dunkin' Donuts locations in the greater New York area. At the peak of the promotion, individual stores reported an average of $3,487 in weekly sales of iced coffee drinks, an increase of nearly $1,300 and 540 units from the same period in 2009. Custom hat sales generated a combined $250,000 for the 1,500 stores during the course of the promotion.