Dunkin' World

Building a Brand World
From predictable QSR launches to an always-on cultural engine.

The Work

We helped evolve Dunkin’ into a surreal, internet-native brand world — defined by recurring characters, seasonal rituals, and meme-ready storytelling designed to travel across feeds.

Key moments included:

• Sabrina “Shake That Ess” — a pop-cultural flashpoint
• Biggest Deal in Breakfast — surreal category disruption
• Holiday Munchkin World — animated seasonal ritual
• Dunkalatte ft. Kristen Wiig — entertainment-first product launch
• Dunkinterns — community platform, not one-off
• Super Bowl Dunkings 2 — sequel storytelling, not reset

The Shift

From campaign bursts to a living brand system built for participation.

Impact

Over 18 months, Dunkin’ became a recognizable, culturally fluent brand world — increasing consistency, momentum, and competitive relevance in a crowded category.