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.