Dunkin’ Shakes Things Up with 'Iced' Creative Platform from Leo Burnett Chicago

As the pioneer of iced coffee, Dunkin’ has launched new ‘Iced’ creative platform, designed to spotlight the brand’s array of refreshing iced coffees and beverages and drive trial amongst zillennial audiences. The creative platform at the center of the campaign focuses on the cultural truism that has become synonymous with iced coffee – shaking and swirling your beverage. There are those who mock it, but there is also a loyal legion of iced coffee-shaking fans and aficionados who love it. And Dunkin’ sides with the latter. Dunkin’ is saying shake it, loudly and proudly with the launch of their latest ad, 'Do Your Thing', which serves as the brand’s song of the summer. It’s a melodious tribute to the almost instinctive shaking, swirling and spinning of an iced beverage the moment it meets your hand.

“Sometimes the most powerful thing we can do is simply notice the inherent drama of the product and draw it to the surface,” said Britt Nolan, president and chief creative officer of Leo Burnett. “This work is incredibly simple, totally true, and it’s selling a lot of iced coffee. Underthinking at its best.”