Fooling The Foodies

We knew people might not expect a great-tasting, handcrafted espresso from Dunkin’, and we figured we’d have to surprise them to give us a shot. So we thought, if we disguised our new espresso drinks like ones you’d get at a local, high-end coffee shop, could we turn fickle coffee drinkers into Dunkin’ espresso lovers?

To test this theory, we designed and opened an artisanal coffee shop named s!p - pouring free samples of Dunkin’s new handcrafted espresso disguised in s!p cups. We gathered all the positive reactions to the handcrafted quality and filmed their surprised reactions when we spilled the beans that they were drinking an espresso from Dunkin’. The message was then spread with the help of thoroughly impressed influencers and local media.

At the end of the highly-caffeinated day, the entire team joined in the party with local influencers (including reality star Jonathan Cheban @Foodgod), to celebrate the successful launch of Dunkin’s new handcrafted espresso drinks.

Installation and Event Images