To achieve that end, BBH USA kicked off the "Iconic Home" campaign that spotlights Dunkin's identity. The OOH work has a partial shot of a coffee bag that resembles a house. The design is clean and angular, set against a blue sky. The graphic reduction drives a bottom-line idea: Dunkin' should be enjoyed at home.

The work runs in static and digital OOH, including a Times Square billboard and street-level wild postings, as well as digital and social. The creative is live through January 1.

Sapna Ahluwalia, group creative director, BBH USA, said: "The power of this idea lies in its simplicity. A graphic pack-shot that conveys the whole message. Stripped of clutter, the aesthetic conveys warmth, comfort and the inviting feeling of home, standing out in a world that’s become visually too much."

The packaging-first approach spans seven products, each set against a background that reflects the time of day and seasons best suited to savor a particular flavor.

Josh Williams, director, brand experience coffee at J.M. Smucker, Dunkin's parent company, called the campaign "a simple, elegant solution to a key business objective."

BBH USA, part of Publicis, has created several commercials for the brand, including this year's Super Bowl. "The Bean Method" spot starred Ben Affleck, Casey Affleck and Jeremy Strong. That ad was a follow-up to the 2024 "DunKings" campaign. In April 2024, BBH USA also launched a national campaign for Dunkin's "Cold at Home" beverages.