Dunkin’ and BBH USA reimagine familiar packaging as a symbol of belonging—activated across OOH inventory, digital, and social for everyday visibility.
Packaging as a Visual Identity
The campaign elevates Dunkin’s iconic colors and gradients into cues for flavors, times of day, and seasonal moods—creating a system that’s instantly recognizable on the street and online.
Summary
Short answer: Packaging becomes a symbol—colors and gradients cue moments, flavors, and moods.
A Multi-Channel Strategy
“Iconic Home” spans digital platforms, social media, and OOH billboards—a coordinated plan that scales design recognition and consistency at every touchpoint.
Summary
Short answer: A multi-channel plan scales recognition across OOH, digital, and social.
OOH at the Heart of the Launch
Large-format billboards and creative outdoor executions amplify Dunkin’s playful personality in real-world routines—commutes, coffee runs, and city moments.
If you’re exploring formats, start with our market inventory or browse billboard options for the U.S.
Summary
Short answer: Large-format OOH amplifies personality and reach in real-world rituals.
A Message of Belonging
At its core, “Iconic Home” is about comfort and shared experiences. By reframing packaging as a symbol of home, Dunkin’ signals it belongs wherever people are—from busy commutes to cozy mornings.
Summary
Short answer: Belonging as the message—Dunkin’ goes where people live, commute, and gather.
FAQs about this campaign
Why is packaging central to “Iconic Home”?
It turns a familiar touchpoint into a cultural symbol, creating instant recognition across formats and moments.
Which channels does the campaign use?
A coordinated mix of OOH billboards, digital, and social media to maximize scale and consistency.
What role does OOH play?
OOH brings the brand into public space—meeting commuters and communities where rituals occur daily.
How can my brand try something similar?
Build a unifying design system, activate it in context via OOH, and link to moments your audience already lives.
Turn your design system into street-level impact
Activate your brand in public space with OOH that meets daily rituals.
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