Donut Question This Recent Rebrand

Issue 146 | September 28, 2018

After 68 years, Dunkin’ Donuts has decided to finally move to a “first-name basis” by rebranding itself as Dunkin’. Following iHob’s lead, the donut chain chose Twitter as the medium for the announcement. Thanks to the platform’s algorithm, it was only a matter of time until thousands of users were liking, commenting, and engaging with their tweet organically. The conversation snowballed until they were the talk of Twitter -- trending and all. Talk about exposure. 

While this exposure is impressive, perhaps the most notable aspect of the announcement was the strategic timing. News dropped on September 25, just four days before National Coffee Day. This release date was just enough time to let word spread and put Dunkin’ at the forefront of consumers’ minds right before a national holiday. Moral of the story: never underestimate the power of social media. Oh, and keep your eyes open around National Espresso Day -- Starbucks just might announce their new rebrand as “Starbs.” Read more here.