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DUNKIN DONUTS
Project type
Advertising campaign
Date
2026/04
Location
Taipei
Dunkin' struggles to connect with consumers in the San Francisco Bay Area because the region has a strong specialty coffee culture shaped by brands like Peet's Coffee and Blue Bottle Coffee. Unlike Dunkin’s East Coast identity—focused on speed, convenience, and sweet drinks—Bay Area consumers often value craft roasting, bean origin, and independent cafés. The Super Bowl campaign featuring Ben Affleck and references to Good Will Hunting leaned heavily on Boston nostalgia, which resonated less with audiences in San Francisco. This highlights a deeper issue: Dunkin’s brand identity and messaging do not naturally align with the Bay Area’s local coffee culture.
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