Dunkin’ After Dark
Client: Dunkin'
Brief: Launch strategy for the “Dunkin’ Beforder, ” a new feature on the Dunkin app where users can pre-order their Dunkin’ orders the night before.
Problem: Get people to think about Dunkin’ and coffee at night and establish a nighttime routine with ordering coffee, a morning associated activity.
Dunkin’ has a night life?
Introducing Dunkin’s Alter Ego
Dunkin’ After Dark
…Late Saturday Night Dunkin’ is nighttime themed…
To launch the Dunkin’ Beforder, Dunkin’ will open a series of Dunkin’ speakeasies/bars after dark:
Converting daytime Dunkin’ locations to nighttime spots with late night donut snacks and expresso martinis, allowing customers to place Beforders in person and encouraging users to scan QR codes to Beforder on the app…
…and opening Dunkin’ exclusive speakeasy pop-ups open on weekends serving expresso martinis and promoting customers to Beforder.
70s themed Speakeasy
Select Dunkin’ daytime locations will be turned into nighttime spots, the perfect place to end your night — acting like Insomnia but with Donuts & late night eats, promoting customers to Beforder while they are there.
On the other hand, Dunkin’ Speakeasies will be exclusive and exciting, the perfect place to start your night — groovy tunes, expresso martinis, the perfect pregame spot.
Dunkin’ After Dark is the party animal Dunkin’ that promotes endless dancing nights, but responsibly. With the Dunkin’ Beforder, you know you’ll thank yourself tomorrow.
Rather than the classic orange and white color scheme, Dunkin’ After Dark is orange, punk, and purple, with a classic 70’s, groovy, speakeasy, exclusive, late-night twist. Dunkin’ After Dark is the perfect, classy nightlife destination in every major city.
Both Dunkin’ after Dark locations are open all hours of the night, with a special late-night snack menu, and an exclusive drink menu.
And in the morning when all things return to normal, there is an exclusive Beforder Hangover Cure ultimate breakfast menu item that can only be used with the Beforder Feature on the app.
Drone Show
Launch Idea
Maybe the Dunkin’ Beforder is written in the stars…
A QR code for the app and Beforder link appear as a drone show. This gives you a hint on where the Dunkin’ After Dark speakeasy location is.
Getting everyone to think about coffee and Dunkin’ at night.
Images created with AI image generation.