DUNKIN’ DONUTS DIRECT MAIL CAMPAIGN
College is where most people accelerate their coffee addiction and begin the milestones that are “all-nighters.” This direct to mail campaign directed towards recent high school graduates and new college incumbents, aims to introduce new flavors while simultaneously congratulate the target audience on their accomplishments. With a scratch and sniff component and fun relatable flavor profiles, such as “Case of the Monday’s,” the hope is to draw in these new college attendees and help make their daily coffee routine much easier and less of a headache.
Students receive a small, personalized Dunkin care package, complete with a special cap and gown cup card which has a selection of new flavors and a congratulatory card they can scan to sign up for the scholarship program. Once the student makes their selection, the card is mailed back to Dunkin headquarters and the student is sent back a free package of their chosen roast, as well as a limited-edition Dunkin cup with their graduation year added to the outside.
Direct Mail Envelope
Letter
Letter With Scratch n' Sniff Flavors
Packaging For Collegiate Edition Flavors
Scholarship Card With Limited Run Cups