Leo Burnett launched its first work for Dunkin’s iced coffees and beverages since being named creative AOR in January.
The campaign targets the Zellennial audience, a micro-generation born on the cusp of the millennial and Gen Z years, roughly 1992 and 2000.
The platform includes a fully integrated 360 campaign with executions across TV, radio, social, digital and influencer.
“For Zennials, it’s less about hot coffee as part of a morning routine and more about grabbing an iced drink as a fun break in the day,” said Britt Nolan, president-Chief Creative Officer of Leo Burnett told Agency Daily.
“Iced drinkers are often chided for drawing attention to themselves for swirling their ice. Our ‘Do Your Thing’ campaign takes a stand on the side of ice shakers everywhere.”
The spot highlights Dunkin’s Original Blend Iced Coffee, Raspberry Watermelon and Mango Pineapple Dunkin’ Refreshers, and Dunkin’ Cold Brew.
For Dunkin’, the shaking is the brand’s optimistic song of summer.
“Sometimes the most powerful thing we can do is simply notice the inherent drama of the product and draw it to the surface,” said Nolan.
This creative follows the April 26 debut of Dunkin’s Early Summer menu.