Dunkin’ Launches ‘Do Your Thing’ in Celebration of Iced Drink Shakers
Leo Burnett and Dunkin’ launch call for iced coffee and beverage-shaking fans and aficionados with new Dunkin' Iced campaign
As the pioneer of iced coffee, Dunkin’ has launched new ‘Iced’ creative platform in partnership with Leo Burnett, designed to spotlight the brand’s array of refreshing iced coffees and beverages and drive trial amongst zillennial audiences. The platform includes a fully integrated 360 campaign with executions across TV, radio, social, digital and influencer.
The center of the campaign focuses on the cultural truism that has become synonymous with iced coffee – shaking and swirling your beverage. There are those who mock it, but there is also a loyal legion of iced coffee-shaking fans and aficionados who love it. And Dunkin’ sides with the latter. Dunkin’ is saying shake it, loudly and proudly with the launch of their latest ad Do Your Thing which serves as the brand’s song of the summer. It’s a melodious tribute to the almost instinctive shaking, swirling and spinning of an iced beverage the moment it meets your hand.
“Sometimes the most powerful thing we can do is simply notice the inherent drama of the product and draw it to the surface,” said Britt Nolan, President and Chief Creative Officer of Leo Burnett. “This work is incredibly simple, totally true, and it’s selling a lot of iced coffee. Underthinking at its best.”
Do Your Thing also serves as the brand’s song of the summer. It’s a melodious tribute to the almost instinctive shaking, swirling and spinning of an iced beverage the moment it meets your hand. This creative follows the debut of Dunkin’s Early Summer menu, featuring a fresh lineup of iced beverages to keep guests refreshed and refueled during the sunny days ahead.
The vibrant spot features a cast of actors, dancers, and even a member of the ad’s sound crew, each expressing the rhythmic joy of shaking Dunkin’s iced beverages with enthusiasm and pride, paying homage to those who power their days with Dunkin’ Iced.
Do Your Thing is the first work led by Leo Burnett since being named creative AOR in January.