Dunkin' - Driving Popular Culture

I read a very interesting article in Business Insider about how Dunkin’ ruled the roost in social media and popular culture last year. So much so that it grew sales year over year in 2020 (during a pandemic) while its biggest competitor declined. Scented candles and bedding were just a part of the activity from this very prolific brand.

If you’re into marketing, then you’ll want to check out the article by clicking here.

The article talks about how the brand dominated share of voice in social media to be a constant presence in popular culture with content that engaged people. I would also say that Dunkin’ captured “share of tone” in that it brought a breath of fresh air to a time when we needed it. It brought levity and comfort. And fun.

Without really trying to push coffee and donuts. Albeit new breakfast items dominated the news as well.

Yes candles scented like the brand’s famous coffee (collaboration with the brand Homesick) and logo bedding (all over Amazon BTW) are just fun. Dunkin’ isn’t the first to do any of this by far, but they captured attention at just the right time.

It’s a great lesson learned on getting your tone right, being “always on,” and staying cultural relevant. And driving popular culture … and sales.

Way to go, Dunkin’! What’s your experience? JIM