As of 1993, coffee milk became the official beverage of Rhode Island, and the 'Dunkin' Dunkalatte' combines espresso with coffee milk made from whole milk and coffee extract to share its taste with consumers across the United States.
“When we first created the Dunkalatte, we knew we had something special on our hands, but introducing coffee milk—an unfamiliar concept to most—was a challenge," said Jill McVicar Nelson, Chief Marketing Officer at Dunkin’, "We made it our mission to make everything about the Dunkalatte as ‘Dunkin’’ as possible—fun, approachable and totally crave-worthy."
Dunkin' is making sure the Dunkalatte becomes well-known with a limited-edition Dunkalatte-inspired merch collection and a campaign starring comedian and actress Kristen Wiig.
Key Themes Behind This Trend
- Celebrity-led Marketing Campaigns
- Leveraging well-known personalities, brands can increase the appeal of new or niche products to a broader audience.
- Regional Specialty Beverages
- Introducing unique regional drinks to a national market can create a distinct brand identity and attract a curious consumer base.
- Limited-edition Merchandise
- Exclusive branded merchandise tied to new product launches can enhance consumer engagement and drive interest.
Where This Applies
- Food and Beverage
- Incorporating regional specialties into product offerings allows companies to diversify their menu and create unique selling propositions.
- Marketing and Advertising
- Utilizing celebrities in promotional campaigns provides an opportunity to increase brand visibility and consumer trust.
- Retail and Merchandise
- Creating limited-edition merchandise collections can boost brand loyalty and generate additional revenue streams.
