Dunkin' Donuts

Objective

Successfully launch Dunkin’ Donuts new Box o’ Joe.

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Strategy

Develop a test market POP program to incite sales of Box o’ Joe. Position as a natural and convenient extension of the Dunkin’ Donuts product line.

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Tactics

Intercept customers at every possible turn. Offer Box o’ Joe as the perfect partner to the dozen donuts customers bring to group gatherings. Provide an instant solution to the problem of bringing coffee for a group with in-store POP components.

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Of Note

Test market launch of Box o’ Joe was successful. Program rolled out and heavy in-store presence, as part of the marketing mix, helped move product.