The Web Marketing Association is proud to present this 2014 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

SAPIENTNITRO


DUNKIN' COFFEE LEADERSHIP

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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