Spring is ​here, ⁤and Dunkin’ is seizing the opportunity to celebrate the season with a unique marketing strategy. The term “short king” has become a‌ popular term of endearment for men, typically under ⁣5’9, who have a strong sense‍ of self-worth regardless of⁣ their height. Dunkin’ has cleverly played on​ this term, renaming their small, iced regular coffee as “The Short King” on the Dunkin’ App until ‌March 26 to mark the onset of ⁢Spring.

Dunkin’ “The Short King” Campaign

Dunkin’ ⁤announced‍ this temporary name change on Tuesday,⁣ adding a‍ fun twist to the start of Spring. This honorary name will only be available for a limited time ‌until March 26, so customers are encouraged to grab a small⁤ iced coffee for themselves or the short king in their life. The ‍new ad campaign has caused quite ⁤a‌ stir on social media, with many praising the concept‍ as “genius” and “hysterical.”

Reactions on⁢ Social Media

Many users on ⁤social⁤ media platforms like Twitter ​and ⁢Instagram have expressed their ⁣amusement and appreciation for Dunkin’s Short⁢ King ⁤spring campaign. Dunkin’ also promoted the​ temporary menu ​swap on⁣ its social⁣ channels, including Instagram, where the chain created a mini-animation that ⁤shows the small coffee being crowned by two larger-sized beverages, officially becoming the king.

Behind the‌ Campaign

The lead of the “Short King” campaign, Director of Brand Engagement⁤ at Dunkin’ Kemma Kefalas, shared on ‍LinkedIn that the ⁣idea⁤ was to take ⁢a term ⁣deeply rooted in Gen Z‌ culture and bring it to the mainstream and the company’s wider customer ​base. This isn’t‌ the first time this year that Dunkin’ has taken an ​out-of-the-box approach to its marketing ⁣techniques. During Super Bowl LVIII, the chain debuted a 60-second commercial with famed Dunkin’ fan, Oscar winner ⁣Ben Affleck alongside an A-list cast of “DunKings.”

Conclusion

The YouTube video ⁢of the Super Bowl commercial has since garnered 4.7 ‍million views, demonstrating the​ success of Dunkin’s ‌innovative marketing ⁤strategies. The Short King ⁢campaign is another example of how Dunkin’ effectively⁢ leverages popular culture to engage with its customers ​and create buzz around its products.