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邓金
案例简介：背景 为了成为最受欢迎的移动咖啡饮料品牌，并让美国在未来保持良好运行，dunkin '向我们介绍了重新定位和更新品牌以达到 3 个关键标准: 1) 现代和当代，描绘更多的能量; 2) 提升他们的咖啡供应,展示邓金在质量方面的领导地位; 3) 为忠诚的人保持品牌，同时对更广泛的忙碌的成人能量寻求者感到新鲜和吸引人。 描述创意 (40% 的选票) 改变美国最具标志性品牌之一的名称带来了巨大的风险。已经见证了早期的负面情绪，我们的目标是重新构建品牌更新，成为一个乐观的品牌声明，dunkin '是一个美国偶像，就像许多其他文化偶像一样,放弃他们的姓会让他们的粉丝更亲近。我们旨在提醒美国，dunkin 一直是并将永远是他们最喜欢的移动品牌。将活动锚定在品牌中，我们通过定义 3 个关键支柱来最大化与消费者的情感联系; 品牌承诺，设计策略和 Dunkin 的更新个性和基调。 描述执行情况 (40% 的选票) 我们与 dunkin '合作创造了一种新的视觉形象，并为季节性和新的世界创新开发了品牌声音、商店体验、社交媒体内容和战略平台。我们的解决方案是带走; 将 Dunkin 的视觉资产简化为颜色，字体和 rebus，我们创造视觉强度和焦点，以使品牌/产品信息更加清晰。使用更多的白色带来更多的现代和新鲜，而创造性地使用资产提供所需的能量。从这个基础上，我们成功地放弃了甜甜圈，并推动了对咖啡品牌的重新评价，而不像咖啡。 列出结果 (20% 的选票) 最终，从邓金的名字中去掉甜甜圈对消费者来说是一个重大的情感变化，我们用坦率、有趣和熟悉的视觉形象来支撑它。我们努力将品牌重塑设计为 “与美国一起直呼其名” 的更受欢迎和更授权的理念，这有助于以 30亿的形式推动对品牌的重要重新评估印象,260 篇在线文章，24 个播音配售，30,000 + 社交媒体提及和 “Dunkin”成为推特上十大热门话题 -- 没有付费媒体支持。与简报的目标一致，在 Q1 与星巴克 (-4 分) (脸书) 的 “咖啡/早餐” 意识中，邓金的最高认知有 6 分。“购买意向” 后名称变更 (尼尔森) 也增加了 28%; 第一季度的销售里程碑加强了这一点。邓金证实，改名是其 70 年历史中被谈论最多的一次竞选。
邓金
案例简介：Background To be to most loved on-the-go coffee beverage brand, and to keep America Running well into the future, Dunkin’ briefed us to reposition and refresh the brand to achieve 3 key criteria: 1) To be modern and contemporary and portray more energy; 2) to elevate their coffee offerings, demonstrating Dunkin’s leadership in quality; 3) stay on brand for loyalists while feeling fresh and appealing for a broader set of busy adult energy seekers. Describe the creative idea (40% of vote) Changing the name of one of America’s most iconic brands carried significant risk. Already witnessing early negative sentiment, our objective was to reframe the brand refresh to become an optimistic brand statement that Dunkin’ was an American icon and much like many other cultural icons, dropping their last name would bring their fans closer. We aimed to remind America that Dunkin’ has always been and will always be their favorite on-the-go brand. Anchoring the campaign in the brand, we maximized emotional connection with consumers by defining 3 key pillars; brand promise, design strategy and Dunkin’s refreshed personality and tone. Describe the execution (40% of vote) We worked with Dunkin’ to create a new visual identity, as well as develop brand-voice, store experiences, social media content, and strategic platforms for seasonal and new-to-world innovations. Our solution was to take away; simplifying Dunkin’s visual assets to colors, typeface and rebus, we create visual strength and focus to give brand/product messages greater clarity. Using more white delivers more modernity and freshness, while the creative use of assets delivers the desired energy Dunkin’ needed. From this foundation we were able to successfully drop Donuts and drive reappraisal as a coffee brand, without acting like coffee. List the results (20% of vote) Ultimately, dropping Donuts from Dunkin’s name was a significant and emotional change for consumers which we bolstered with a frank, fun, and familiar visual identity. We worked to frame the rebrand as the more welcoming and empowering idea of “going on a first name basis with America” which served to drive important re-evaluation of the brand in the form of 3 billion impressions, 260 online articles, 24 broadcast placements, 30,000+ social media mentions and "Dunkin" becoming a Top 10 Trending Topic on Twitter - with no paid media support. Aligning with the goals of the brief, there was a 6pt swing in “coffee/breakfast” top of mind awareness for Dunkin’ in Q1 vs. Starbucks (-4pts) (Facebook). There was also a 28% increase in “purchase intent” post-name change (Nielsen); reinforced by sales milestones in Q1. Dunkin' confirmed that the name change was the most talked about campaign in its 70 year history.
Dunkin'
案例简介：背景 为了成为最受欢迎的移动咖啡饮料品牌，并让美国在未来保持良好运行，dunkin '向我们介绍了重新定位和更新品牌以达到 3 个关键标准: 1) 现代和当代，描绘更多的能量; 2) 提升他们的咖啡供应,展示邓金在质量方面的领导地位; 3) 为忠诚的人保持品牌，同时对更广泛的忙碌的成人能量寻求者感到新鲜和吸引人。 描述创意 (40% 的选票) 改变美国最具标志性品牌之一的名称带来了巨大的风险。已经见证了早期的负面情绪，我们的目标是重新构建品牌更新，成为一个乐观的品牌声明，dunkin '是一个美国偶像，就像许多其他文化偶像一样,放弃他们的姓会让他们的粉丝更亲近。我们旨在提醒美国，dunkin 一直是并将永远是他们最喜欢的移动品牌。将活动锚定在品牌中，我们通过定义 3 个关键支柱来最大化与消费者的情感联系; 品牌承诺，设计策略和 Dunkin 的更新个性和基调。 描述执行情况 (40% 的选票) 我们与 dunkin '合作创造了一种新的视觉形象，并为季节性和新的世界创新开发了品牌声音、商店体验、社交媒体内容和战略平台。我们的解决方案是带走; 将 Dunkin 的视觉资产简化为颜色，字体和 rebus，我们创造视觉强度和焦点，以使品牌/产品信息更加清晰。使用更多的白色带来更多的现代和新鲜，而创造性地使用资产提供所需的能量。从这个基础上，我们成功地放弃了甜甜圈，并推动了对咖啡品牌的重新评价，而不像咖啡。 列出结果 (20% 的选票) 最终，从邓金的名字中去掉甜甜圈对消费者来说是一个重大的情感变化，我们用坦率、有趣和熟悉的视觉形象来支撑它。我们努力将品牌重塑设计为 “与美国一起直呼其名” 的更受欢迎和更授权的理念，这有助于以 30亿的形式推动对品牌的重要重新评估印象,260 篇在线文章，24 个播音配售，30,000 + 社交媒体提及和 “Dunkin”成为推特上十大热门话题 -- 没有付费媒体支持。与简报的目标一致，在 Q1 与星巴克 (-4 分) (脸书) 的 “咖啡/早餐” 意识中，邓金的最高认知有 6 分。“购买意向” 后名称变更 (尼尔森) 也增加了 28%; 第一季度的销售里程碑加强了这一点。邓金证实，改名是其 70 年历史中被谈论最多的一次竞选。
Dunkin'
案例简介：Background To be to most loved on-the-go coffee beverage brand, and to keep America Running well into the future, Dunkin’ briefed us to reposition and refresh the brand to achieve 3 key criteria: 1) To be modern and contemporary and portray more energy; 2) to elevate their coffee offerings, demonstrating Dunkin’s leadership in quality; 3) stay on brand for loyalists while feeling fresh and appealing for a broader set of busy adult energy seekers. Describe the creative idea (40% of vote) Changing the name of one of America’s most iconic brands carried significant risk. Already witnessing early negative sentiment, our objective was to reframe the brand refresh to become an optimistic brand statement that Dunkin’ was an American icon and much like many other cultural icons, dropping their last name would bring their fans closer. We aimed to remind America that Dunkin’ has always been and will always be their favorite on-the-go brand. Anchoring the campaign in the brand, we maximized emotional connection with consumers by defining 3 key pillars; brand promise, design strategy and Dunkin’s refreshed personality and tone. Describe the execution (40% of vote) We worked with Dunkin’ to create a new visual identity, as well as develop brand-voice, store experiences, social media content, and strategic platforms for seasonal and new-to-world innovations. Our solution was to take away; simplifying Dunkin’s visual assets to colors, typeface and rebus, we create visual strength and focus to give brand/product messages greater clarity. Using more white delivers more modernity and freshness, while the creative use of assets delivers the desired energy Dunkin’ needed. From this foundation we were able to successfully drop Donuts and drive reappraisal as a coffee brand, without acting like coffee. List the results (20% of vote) Ultimately, dropping Donuts from Dunkin’s name was a significant and emotional change for consumers which we bolstered with a frank, fun, and familiar visual identity. We worked to frame the rebrand as the more welcoming and empowering idea of “going on a first name basis with America” which served to drive important re-evaluation of the brand in the form of 3 billion impressions, 260 online articles, 24 broadcast placements, 30,000+ social media mentions and "Dunkin" becoming a Top 10 Trending Topic on Twitter - with no paid media support. Aligning with the goals of the brief, there was a 6pt swing in “coffee/breakfast” top of mind awareness for Dunkin’ in Q1 vs. Starbucks (-4pts) (Facebook). There was also a 28% increase in “purchase intent” post-name change (Nielsen); reinforced by sales milestones in Q1. Dunkin' confirmed that the name change was the most talked about campaign in its 70 year history.
邓金
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Dunkin'
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基本信息
- 广告战役： #Dunkin' Brands-设计与品牌-d997#
- 广告品牌： Dunkin' Brands
- 发布日期： 2000
- 行业领域： 饮食/特产
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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