Dunkin Donuts: GLOBAL WARMING STICK

Credits & Description:

Category: Best Use of Ambient Media: Small Scale

Advertiser: BR KOREA

Product/Service: DUNKIN' DONUTS

Agency: CHEIL WORLDWIDE

Date of First Appearance: Jun 8 2009 12:00AM

Entrant Company: CHEIL WORLDWIDE, Seoul, KOREA

Creative Director: Kwangsoo Lee (Cheil Worldwide)

Art Director: Taeyun Yim (Cheil Worldwide)

Art Director: Jeong Park (Cheil Worldwide)

Art Director: Sunga Choi (Cheil Worldwide)

Copywriter: Jeungmin Im (Cheil Worldwide)

Copywriter: Kwanghyeok Jin (Cheil Worldwide)

Copywriter: Yuhyun Lee (Cheil Worldwide)

Media placement: Promotional Gift - Coffee Stick - 06/06/2009



Results and Effectiveness

The 'Global Warming Stick' campaign has led customers to form a more positive attitude toward Dunkin' Donuts in Korea and consequently, has decreased the usage of disposable coffee sticks considerably.



Creative Execution

Dunkin' Donuts Korea handed out reusable coffee sticks to their customers. These reusable coffee sticks resemble the world's famous buildings or monuments. When the stick is dipped inside the cup, it looks as though the building is sinking under water. Therefore it is called 'Global Warming Stick'.



Insights, Strategy & the Idea

Everyday, 170,000 customers visit 730 Dunkin' Donuts stores within Korea. They consume 500,000 disposable coffee sticks every month. In response to this, Dunkin' Donuts Korea decided to cut back on the usage of disposable coffee sticks. Furthermore, it has planned to use coffee sticks as advertising tools to remind people about global warming.