Improv in a Penguin Suit Gives Dunkin' Iced Coffee a Boost
Objective: Dunkin' Donuts sought to raise awareness about their Iced Coffee as the perfect boost, even in the winter months—a time when most people might typically turn to hot beverages. The challenge was to create a fun and engaging campaign that reached a younger, social-media-savvy audience and reinforced the idea that Dunkin’s Iced Coffee is a year-round favorite.
Creative Concept: Penguin Suit Guy
To convey the message in a lighthearted way, we conceptualized a web-only video series featuring the Penguin Suit Guy, a character who embodied the energy and fun of Dunkin' Iced Coffee. After all, what says “winter energy” better than a person dressed in a penguin suit? The idea was simple but effective: a guy in a penguin costume having high-energy, humorous interactions with the world—fueled by Dunkin’s Iced Coffee, no matter how cold it got.
Execution: The campaign rolled out as a series of short, entertaining videos, each one featuring Penguin Suit Guy performing high-energy antics around town, showcasing his love for Dunkin' Iced Coffee. The videos were designed for social media and shared across Dunkin's YouTube, Facebook, and Twitter channels to maximize reach and engagement with the younger demographic. The content was crafted to be funny, shareable, and instantly relatable, making it perfect for virality.
Key Deliverables:
🐧 Video Strategy: A web-only video approach designed to build awareness through short, engaging content that resonated with a younger audience.
🐧 Cross-Platform Promotion: Videos were promoted across YouTube, Facebook, and Twitter, leveraging Dunkin’s social presence to create a cohesive, omnichannel campaign.
🐧 Storytelling: Each video delivered a quick punch of humor, always bringing it back to the central idea that Dunkin’ Iced Coffee was the fuel behind Penguin Suit Guy’s endless energy.
🐧 Video Strategy: A web-only video approach designed to build awareness through short, engaging content that resonated with a younger audience.
🐧 Cross-Platform Promotion: Videos were promoted across YouTube, Facebook, and Twitter, leveraging Dunkin’s social presence to create a cohesive, omnichannel campaign.
🐧 Storytelling: Each video delivered a quick punch of humor, always bringing it back to the central idea that Dunkin’ Iced Coffee was the fuel behind Penguin Suit Guy’s endless energy.
Results: The Penguin Suit Guy campaign garnered significant attention on social platforms, sparking conversation and user engagement with the brand’s fun, quirky approach to winter energy. The videos successfully drove brand awareness among the target audience and helped shift the perception of Dunkin' Iced Coffee as not just a summer drink, but a year-round pick-me-up.
Campaign Highlights:
🐧 Reached millions of views across social channels.
🐧 Generated high levels of social sharing and interaction, reinforcing Dunkin’s presence as a fun, relatable brand.
🐧 The campaign was recognized as an MITX Finalist for Video, earning industry praise for its creative and effective approach.
🐧 Reached millions of views across social channels.
🐧 Generated high levels of social sharing and interaction, reinforcing Dunkin’s presence as a fun, relatable brand.
🐧 The campaign was recognized as an MITX Finalist for Video, earning industry praise for its creative and effective approach.
Conclusion: The Penguin Suit Guy series proved to be a highly successful and memorable campaign, effectively positioning Dunkin' Donuts Iced Coffee as the ultimate winter beverage. By using humor and relatable energy, we tapped into a younger audience and created an engaging, shareable content series that extended Dunkin’s brand message beyond traditional seasonal perceptions.
