CREATIVE BRIEF

Build the brief based on discovery (research, interviews, reading and analysis). Various templates are acceptable such as this one, must
contain the sacred elements (problem, objectives, insight, audience, proposition, message, RTBs/action).

Client Dunkin’ Donuts Date Issued

Team Ad Agency 8 Doc Version
Job Name New Campaign Job #

Objective/s
The objective of this campaign is to reinvigorate the sales for “A Dozen Donuts.” We want to
encourage drive thru sales as well as reshape and adjust the image of “A Dozen Donuts” to COVID-19
times.

Insight/s
What could we tell the audience/s that would get them to look at the problem in a new way (change their mind?
change their perception?)

One way we could get the audience’s perception of “A Dozen Donuts” is by allowing them to personalize their
donuts as well as create a “treat yourself” message. According to an article by Kate Rogers, “there has been a
new theme emerging, customers are treating themselves.”

Problem
Due to the COVID-19 pandemic, the purchase of “A Dozen Donuts” has been negatively impacted. No
longer are people buying “A Dozen Donuts” for office gatherings, classroom parties, sporting events or
for birthday bashes. The morning commute has been disrupted by work from home and gatherings
have been limited.

Audience profile/s
What attributes identify and bond this group of people together? Starts with target market
demographics and psychographics, includes DMAs, consumer behavior re: what is the consumer
thinking about the category, brand and rival alternatives (actual or potential buyer’s mindset).

Our audience varies greatly, and we have a huge target market. We have products for all ages and
because of our lower prices on delicious food, all wages as well. However, when we single out the
customer audience, which is buying large amounts of food and drinks for social gatherings, there is a
new problem that comes to mind. These people are no longer brought together physically but through
video calls or socially distanced alternatives. The common denominator between these groups is that
most people are following the pandemic guidelines and more importantly, not buying food to be shared
together. The customer behavior is changing, and the purchase of single meals or family sized meals
are becoming more frequent. This will potentially be changing in the near future hopefully, but for now
our customers mindset is no longer thinking about buying breakfast for workplaces, school events,
sports gathering, or parties.

Single-minded proposition
How does the brand or product help use the insight to get around the problem? What is the key benefit,
offer or promise? Must be substantial and sustainable.
Allow the purchase of “A Dozen Donuts” to bring personalized happiness in every bite!

Targeted message
What is the overall message the campaign will convey? Use a phrase that will describe the marketing
message once it’s implemented. Why should anyone care?

The overall message we want to convey is that we want our customers to share the Dunkin experience
with their family. “Dunkins Family Moments” would be the phrase used to portray this message in our
campaign. Our audience will begin to shift their perspective from bringing Dunkin’ to social gathers to
bringing Dunkin’ home to the people that they love. People will also care about this campaign because
it shows that Dunkin’ respects and encourages social distanced behavior.

RTBs and action

What do we want the consumers to think/feel/do to reach our objective/s? What is/are the RTB/s (what
is/are the reasons why should they should believe the message)?

Families have had an image of Dunkin over the years of a destination for Sunday mornings; our goal is
to maintain such an image. We want parents to feel a sense of joy and happiness when they purchase
their favorite donuts and coffee. Many families already have this sense of joy and we want to expand
said feeling for generations to come.

Positioning
How is the brand different from competitors’ brands in the consumer’s mind? (Should be clearer than
what’s reported in brand discovery.) See “Positioning” by Ries and Trout for help.

Dunkin has very few, if any, competitors that create the same emotion or feelings of their company;
they are a family company who puts smiles on those faces of which who care the most. One of the
other coffee competitors that is most popular would be Starbucks; with that said, however, Starbucks
doesn’t sell donuts or the same emotions of family gatherings. Starbucks gives a working individuals
viewpoint on coffee, while Dunkin is a more relatable company which brings all to their products.
Customers are everything from working adults to students and everyone in-between. The sense of
comfort and reliability to their customers keeps those coming back repeatedly.

Tonality
Describe the new campaign with adjectives. Be specific and inspiring. What visual goals should the
campaign evoke? See Interbrand.com, sonic branding, visual identity for help.

Certain visuals that create the positive image with families who share donuts and breakfast sandwiches
on a bright and sunny morning as they watch cartoons and spend time together in their pajamas. The
families will be smiling and laughing together; such imagery will inspire the longing for the same
feeling in their own homes.

Mandatories
What cannot be changed and must be present in all of the client marketing communications? e.g. visuals,
colors, trademarks, logo, logo size, logo placement, media preferences, legalese

The “Dunkin’” logo cannot be changed on the outside of the box, as it is a trademarked logo and helps
people recognize our brand. The purple, orange and white design of the box can also not be changed.
These colors are critical to our target market in terms of brand perception. When they see the orange,
purple and white, they will automatically think of how Dunkin’ brings them comfort and joy with its
products.