top of page
Dunkin' Donuts
Objective
Successfully launch Dunkin’ Donuts new Box o’ Joe.
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.
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.
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.
Box o' Joe
Test Marketing, Product Packaging & POP
bottom of page