Just in time for cookie selling season, Dunkin’ Donuts delivers coffee flavors inspired by Girl Scout Cookies®: Thin Mints®, Coconut Caramel, and Peanut Butter Cookie! What is more iconic than the combination of America’s favorite coffees and America’s nostalgic cookies? For a limited time customers can enjoy both together to fuel the go-getter in them.
Executed an integrated 360-degree campaign that garnered over 1.9 billion national media impressions across over 212 media pick-ups and over 270 million social impressions. Tactics included in-store POP takeover; Dunkin’s first-ever product reveal on Facebook Live; broad-reach video on television and Google Preferred; organic and paid social media content; sponsored partnerships with theSkimm, Brit + Co, Cheddar, Waze, Fohr influencers; digital banners; radio; and out-of-home including the screen on One Times Square (yes, the building that’s focal to the beloved New Year’s Eve ball drop festivities).
The Girl Scout Cookie Program is more than the cookies—it is an experience for girls to learn essential life skills like goal setting, money management and people skills. Sharing the entrepreneurial spirit, franchisees welcome local Girl Scouts troops to sell cookies at Dunkin’ Donuts restaurants across the country. Dunkin’ hosted over 4,000 cookie booths over four weekends in February.
The program drove +3.3% incremental sales lift and +2.3% sales comp lift in the coffee category.
Photos: Dunkin' Donuts