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Spring for short kings is upon us, and Dunkin’ seems to be capitalizing on the reason for the season.
By way of background, the term “Short King” has become a nickname for men who are usually under 5-foot-9, and a man’s “short stature has nothing to do with his perception of his own worth.” “apparently. urban dictionary.
Playing on the term, Dunkin’ announced Tuesday that it will be renaming its small iced regular coffee on the Dunkin app to “The Short King” through March 26 to celebrate the start of spring. Spring is also a very short season in Massachusetts, where Dunkin’ is headquartered.
Related article: Dunkin’ Super Bowl merchandise sold out, Ben Affleck extended ad removed
“This prestigious name is available for a limited time only until March 26th, so be sure to grab a small iced coffee for yourself or for the short king of life,” the company said in a release. mentioned in.
The new ad campaign created a huge buzz on social media, with many people, especially on X, finding the concept “genius” and “hysterical”.
I laughed out loud at Dunkin’s Short King spring campaign on Instagram. Now, this is marketing??????
— Multifaceted storyteller Wanja (@wanjanjama) March 21, 2024
Really great marketing by Dunkin. It’s culturally relevant, it’s funny, and it gives people an incentive to come to the app to actually see what’s listed as “Short King.”
This is why Dunkin’ wins even with mid-coffee. https://t.co/hcjoqk8yQs
— Modsix (@ModsixGaming) March 19, 2024
It’s only day 2, but so far I laugh every time I open the Dunkin app to order an iced coffee and it suggests I order a Short King.Just a great marketing move
— Courtney O’Connell (@thegingerninja_) March 20, 2024
I’m Dunking Girly just in time to celebrate the true Short King renaissance https://t.co/WsEmGAMGeW
— Jimmy Sprinkles ?LIVE (@_JimmySprinkles) March 19, 2024
Dunkin’ also promoted the temporary menu swap on its social channels, including Instagram, creating a mini-animation showing a small coffee being crowned with two larger drinks and officially becoming king.
Dunkin’ Kema Kefalas’ brand engagement director and leader of the “Short King” campaign touted the concept’s success on LinkedIn, saying the idea borrows from a term deeply ingrained in Gen Z culture. , he said, bringing it to the general public. mainstream, and the company’s wide customer base.
“There’s never a dull moment when you work for a brand that allows us to put culture at the forefront… where you see all the short kings,” she wrote.
This year isn’t the first time Dunkin’ has taken an unconventional approach to marketing.
Related article: Dunkin’ Brew becomes a topic of discussion across generations
During Super Bowl XV, the chain will host the A-list cast of “Dunkings,” including Oscar winner Ben Affleck, a well-known Dunkin’ fan, fellow Boston native Matt Damon, and rapper Jack Harlow. The company also debuted its second 60-second commercial ever. Fat Joe, NFL legend and former New England Patriot Tom Brady, and Affleck’s wife, actor and singer Jennifer Lopez.
The YouTube video of the clip has since received 4.7 million views.
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