Best Beverage Website

We were charged with bringing the story of Dunkin' Donuts coffee to life on DunkinDonuts.com The objective was to differentiate their coffee offerings from the competition through a strong branding initiative. Consumers often have an intuitive, function relationship to coffee and have a difficult time talking about why they love it, particularly Dunkin' coffee. It's simply a "great cup of coffee." Everyone says that nothing can replace their special morning cup, but in fact data shows they aren't as loyal as they think. 60% of people say they choose coffee for its quality, but most can't even tell you want that means. Dunkin' coffee is, if anything, consistent. While this is a seemingly boring concept, we thought it was something that could be celebrated. Consistency is hard to achieve. Consistency is unexpected in a world of constant change. Flip it on its head and consistency can be funny, unique and ownable. We expressed this idea of consistency on the back of a platform we called: "The Greatness of Sameness." An idea to drive home the point that Dunkin' is the most consistently delicious coffee around, no matter how you take it---with cream or sugar, iced or hot. With an immersive story, social sharing, an interactive coffee configurator, and a host of unique factoids and insider tips, we created a range of content to engage and educate visitors every step of the way.

Contributors:

Executive Creative Director:	Barry Fiske
Associate Creative Director:	Larry Mintz
Senior Art Director:	Josh Bean
Senior Copywriter:	Lynn Bossange
Junior Copywriter:	Lawrence Wang
Designer:	Erika Decker
Designer:	Jessi Tubero
Interactive Development:	John Grassis
Senior Associate Technology:	Abhinav Mishra
Project Manager:	Allie Charbonneau

SAPIENTNITRO

Location: USA