Dunkin Donuts Promo ZP COFFEE by J. Walter Thompson Barcelona

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market Spain
Agency J. Walter Thompson Barcelona
Copywriter Oscar Galan
Released January 2010

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Product/Service: COFFEE SHOPS
Date of First Appearance: Jan 12 2010 12:00AM
Entrant Company: JWT SPAIN, Barcelona, SPAIN
Executive creative director: Alex Martínez (JWT)
Creative director: Carles Puig (JWT)
Copywriter: Oscar Galán (JWT)
Art director: Ferrán Mendizábal (JWT)
Media placement: Poster - Dunkin' Coffee shops - 12 January 2010
Media placement: Photocall display - Dunkin' Coffee shops - 12 January 2010
Media placement: Vinyl on counter - Dunkin' Coffee shops - 12 January 2010
Media placement: Outdoor vinyl poster - Dunkin' Coffee shops - 12 January 2010

Describe the objective of the promotion.
The idea originated when the January doldrums were at their worst, particularly in view of the current recession: the campaign’s objective was to promote Dunkin’ coffee at an affordable price for the consumer.

Describe how the promotion developed from concept to implementation
During a popular TV programme (I’ve got a question for you) someone asked our Prime Minister, José Luis Rodriguez Zapatero, how much a coffee costs. ZP, as he’s known in Spain, replied “0.80 Euros”. For most people this reply was totally unreal. For us, it was a great opportunity to promote Dunkin’ by creating “The ZP Coffee”. A coffee that only costs 0.80 euros. The campaign ran in every Dunkin’ Coffee in Spain. POS material showed a delighted double of ZP rejoicing in the fact that thanks to Dunkin’ there does exist a coffee at the price he quoted: € 0.80.

Describe the success of the promotion with both client and consumer including some quantifiable results
With a low expenditure we managed to make a big impact in different media and our client saw an overall increase of 11% in cash slips while the campaign was running.

Explain why the method of promotion was most relevant to the product or service
Being in a recession people were happy to see the price of a coffee reduced. Furthermore with such a significant price, much talked about since the Prime Minister’s appearance, we managed to get the word spread. In the same way, using the double of Zapatero celebrating the invention of 'The ZP Coffee' contributed to people seeing it in a good light which helped us connect with them.