Dunkin’ Mocks Branded Apparel Trend With ‘Cappu-chinos,’ ‘Americano-veralls’ and More

With everyone from KFC to IHOP getting in on the branded apparel kick recently, you’d be forgiven for thinking Dunkin’s new lineup of espresso-themed clothing is the real deal.

But I’ve got bad news for those of you looking to dual-wield some cups in your Cappu-chinos,  rock a stylish set of Americano-veralls or show off some foam art in a Latte-nk Top. These highly practical creations from the formerly donut-specific chain and agency BBDO New York are not actually available for purchase.

They’re simply part of a campaign announcing the brand’s espresso offerings, with a new espresso recipe, new cup designs and more.

Part of a campaign called Sipping Is Believing, the digital-only stunt will be joined by two very different TV spots, which show how the espresso drinks are being received in workplaces, such as a hospital and typical office:

The campaign will also include radio, digital display and social media. Through a Lyft partnership, the brand will offer free rides to Dunkin’ locations on Black Friday, Nov. 23, between 4 a.m. and 3 p.m. for the first 25,000 people who use the promo code “SipDunkin”.

CREDITS:
Agency: BBDO New York
Client: Dunkin’
Campaign: “Gary” “Subtitles” “Espresso-Wear”
Worldwide Chief Creative Officer: David Lubars
Chief Creative Officer New York: Greg Hahn
Executive Creative Director: Doug Fallon
Executive Creative Director: Steven Fogel
Associate Creative Director: Talon Gustafson
Senior Art Director: Brian Pinkley
Director of Integrated Production: David Rolfe
VP, Group Head Executive Producer: Dan Blaney
VP, Executive Producer: Diane McCann
Producer: Katie Greene
EVP, Senior Director: Jim Santora
VP, Account Director: Tyler Harris
Account Manager: Alexandra Castellanos
Planning Director: Liz Lee

Live Action
Production Company: O Positive
Director: Jim Jenkins (Gary and Subtitles)
Director: Brian Billow (Espresso-Wear)
Executive Producers: Ralph Laucella and Marc Grill

Food and Graphics (Gary and Subtitles)
Production Company: Squad 47
Director: Steve Greenstein

Edit House: Mackenzie Cutler
Executive Producer: Gina Pagano
Editor: Pamela Petruski (Gary)
Editor: Gavin Cutler (Subtitles)
Editor: Ryan Steele (Espresso-Wear)

Espresso-Wear Music: Bang Music

David Griner

@griner

David Griner is creative and innovation editor for Adweek. He's been covering agencies, creativity, technology and marketing innovation for more than a decade and is host of Adweek's podcast.