Dunkin’ Brands Just wants to Have Fun

Is your brand fun?  Are you extending your brand invitation, growing your customer bases, or rewarding longtime customers with just a bit of fun? Consumer interactive and participatory brand marketing should not always be about your menu however it needs to be about customer touchpoints while being consumer interactive and participatory according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

So, when Dunkin’ launched its first online pop-up shop, offering a selection of Dunkin’-ized holiday gifts that consumer can’t find anywhere else. The ilk of a holiday sweater, one-piece pajamas and joggers to accessories like scrunchies, a fanny pack and an electric guitar.  Employees, franchisees, customers and non-customer all were invited to have fun. Let’s look and see what they have:

1.       Jammin’: How about a custom Dunkin’ electric guitar for rockin’ around the Christmas tree?

2.       Loungin’: Dunkin’s super soft one-piece pajamas and joggers are the coolest and coziest ways to stay in and sip some Dunkin’ by the fire.

3.       Stylin’: Brew up a fun look for your holiday sweater party with a Dunkin’ crewneck sweater. And, stay warm when out and about with two colorful Dunkin’ scarf and gloves sets.

4.       Peppermint Wrappin’: In honor of the return of Peppermint Mocha flavored coffee, Dunkin’s peppermint scented wrapping paper will spice up every gift sent.

Battle for Share of Stomach

5.      Dunkin’ Wrappin’: This wrapping paper is perfect for wrapping your favorite holiday gifts – Dunkin' style.  Plus, guests can get their hands on it first in-store. Starting today, the first 100 guests to purchase a dozen donuts at participating Dunkin’ restaurants nationwide will receive a sheet of this special Dunkin’ branded wrapping paper.

6.       Lunchin’: Bag the boring and light up the lunchroom with Dunkin’s new metal lunch box.

7.       Scrunchin’: Do your updo with Dunkin’s holiday hair ties.

8.       Repeatin’ Fanny Pack: Dunkin’s stylish fanny pack perfectly complements any Dunkin’ cup.

9.       Sparklin’: Dunkin’s phone case features floating donuts and glitter galore.

10.   Cheersin’: Raise a toast to the holidays and New Year with two sets of Dunkin’ pint glasses.

11.   Ruffin’ It: Don’t forget to wish the dog a happy paw-liday with a Dunkin’ puppin’ bandana.

The Dunkin’ holiday items are only available while supplies last, fans eager for additional Dunkin’ merchandise can expect to see the shop pop back up in 2020. In the meantime, the brand is offering a variety of other holiday gifts at participating Dunkin’ restaurants across the country, including:

Ornaments and Lip Balm: Dunkin’ is offering a new donut ornament and bringing back its popular Elf on the Shelf ornaments, who this year are seen stirring a cup of Hot Chocolate with a peppermint stick, all for the suggested retail price of $9.99. Dunkin’ is also offering peppermint-scented MUNCHKINS donut hole treats lip balm in a two-pack for $5.99.

How are you expanding your brand? How are you consumer engagement efforts working? Is your brand static or dynamic?  If success leaves clues and it does consumer engagement that is interactive and participatory are clues you don’t want to forget any time soon. Brands should have fun!

For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit www.GrocerantGuru.com , www.FoodserviceSolutions.us or call 1-253-759-7869