DEVELOPING A NEW CHARACTER FOR DUNKIN' DONUTS
Not since Fred the Baker had Dunkin' really played with the idea of using a character to promote its products. When DD wanted to push its espresso beverages, we came up with the idea to use a character to help extend the voice of the brand. Maurice is a coffee bean with attitude, sharing humorous, tongue-in-cheek, "sage" advice in the form of DD latte "pick-me-ups".
It was successful as a digital character that we were also tasked with exploring how he worked at a larger scale in other media, such as TV/video, OOH, and in-store.
Maurice The Talking Espresso Bean was awarded the following:
+ 2010 MITX Winner: Social Influence Applications for Dunkin' Donuts Facebook Brand Page
+ 2010 MITX Finalist: Branded Content
+ 2010 Hatch Awards: Social Media