The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Design

Dunkin'

Agency Jones Knowles Ritchie / New York

Client Dunkin' Brands
BACK TO RESULTS

Annual ID

OS_DE19102M

About the Work

Dunkin’ is a true American Icon. And nowhere flies the Dunkin’ flag more proudly than the Northeast. Looking to signal its transformation into a premier beverage-led national brand, Dunkin’ sought to create a new strategy, identity and communications. To launch the next chapter for the Dunkin’ brand, we went on a “first name basis with America.” We worked with Dunkin’ to create the identity, brand-voice, store experiences, social media content, and strategic platforms for seasonal and new-to-world innovations. Dropping Donuts from Dunkin’s name was a significant and emotional change for consumers, which we bolstered with a fun and familiar 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 media impressions, 30K+ social mentions and "Dunkin" becoming a Trending Topic on Twitter.