Fresh Content, Served Hot (or Iced)
While I’m not known for making lattes, I’ve proven to be quite good at brewing up content for America’s (and Ben Affleck’s) favorite coffee chain: Dunkin’.
From primetime TV spots to ugly sweater neck labels, here’s a look at how my copy helped MACLYN keep Dunkin’ runnin’ across the Midwest.
Assets Created
TV Spots
Paid Social & Meta Ads
Billboards & Digital OOH
PR Gift Boxes & Misc. Collateral
TV Spots
Justin Runs On Dunkin’
Back in the spring of 2023, Dunkin’ approached MACLYN to create an evergreen TV commercial promoting the message that “Justin Runs on Dunkin'.”
So, I got to work dreaming up what that might look like. This is what immediately came to mind. It was an absolutely stupid (but 100% original) idea…just so stupid that it might work.
Fun fact: in addition to being really entertaining, this ad pays homage to another iconic Dunkin’ ad from years ago. I’ll let you figure out what the reference is.
AM or PM, Rain or Shine
Real iced coffee fans know that there’s never a bad time for a cool, tasty energy boost. Rain, shine, morning or night…you can’t go wrong with a $2 iced coffee.
Paid Social & Meta Ads
Whether for Dunkin’ or a celebrity partner (like Justin Fields), it was my job to keep the social media copy coming.
Billboards & DOOH Headlines
Dunkin’ Iced – Consecutive OOH
A three-part ego-boosting saga for thirsty drivers traveling through Chicagoland in the summer of 2023, this consecutive OOH project positioned Dunkin’ Iced as the drink of choice for (really cool) people trying to beat the heat.
Lollapalooza – Event Signage & DOOH
Keeping festivalgoers runnin’ with immersive pop-up experiences and tons of product samples, Dunkin’ is a Lolla headliner in its own regard. Here are a few headlines I wrote to help the brand stand out among the crowd.
Main stage LED promoting Dunkin’s “Rhythm Room” pop-up.
A-frame signage for Noah Kahan’s pre-festival concert at Lolla 2023.
Chicago Digital City Information panel for Lolla 2024.
Perk Up Your PM – Highway Billboard
Dunkin’ rolled out a limited-time offer campaign in the spring of 2022, aimed at attracting and retaining more afternoon customers. As such, I rolled out a short, sweet headline to make it sing.
Dunkin’ Race LEDs – United Center
No Chicago Bulls game is complete without the Dunkin’ Race, and no Dunkin’ Race is complete without some quippy LED banner ads.
PR Gift Box Letters
Comedian Robyn Schall
Robyn Schall has gone viral on more than one occasion for her love of Dunkin’. When one of her TikTok videos blew up right before a tour stop in Minneapolis, MACLYN put together a big surprise for Robyn and her fans, capitalizing on the organic buzz to keep the good vibes runnin’.
Video taken from Robyn’s IG Reel thanking Dunkin’ for the surprise.
Team USA Olympian Mariah Denigan
Team USA Olympic swimmer Mariah Denigan once admitted that as a kid, she wouldn’t start practice unless she had a donut from Dunkin’. After she reached out to share how the brand fueled her over the years, Dunkin’ returned the favor with a sweet surprise.
Video taken from Mariah’s TikTok unboxing her Dunkin’ PR package.
Misc. Branded Collateral
Ugly Sweater Neck Labels
Part of Dunkin’s holiday campaign efforts included handing out branded “ugly sweaters” at events like the Magnificent Mile Lights Festival in Chicago.
I wrote headlines for the custom neck labels, bringing an extra sprinkle of cheer to those who donned the festive garb.