Dive Brief:

• Dunkin' and Unilever-brand Dove Hair are teaming up around National Coffee Day on Sept. 29 to connect with on-the-go consumers, offering the chance to win a year’s supply of Dunkin’ coffee and Dove Dry Shampoo, according to a news release. Also, Dunkin’ customers who purchase a hot coffee on National Coffee Day will receive one free. 
• To enter the sweepstakes, customers are encouraged to share why they "run on coffee and dry shampoo" and submit a photo of their busy mornings using hashtags #DoveXDunkin and #DxDSweepstakes on Instagram and Twitter, or by visiting DoveXDunkin.com. Celebrities, including Sara Foster, Barbara Bermuda, Adriene Bailon-Houghton and some surprise guests, will kick off the campaign.
• The brands are also hosting the Dove x Dunkin' Styling Café in New York City on Oct. 1. The pop-up event will feature free small Dunkin’ coffee and mini-styling sessions using Dove Dry Shampoo, and visitors can win Dove x Dunkin’ merchandise, like tote bags, hair ties and travel cups. 

Dive Insight:

The Dove x Dunkin’ collaboration may seem like an odd pairing, but the brands are embracing the "running on coffee and dry shampoo" message that has become a slogan on apparel from Aéropostale and across Etsy. The campaign is part of Dunkin's newly announced rebranding that drops "donuts" from its name and focuses on reaching on-the-go consumers with coffee, in an effort to compete with Starbucks.

Calling the coffee and dry shampoo combo the "ultimate life hack" — and the sweepstakes to win a year's supply of the products — could resonate with consumers and give the brands a social media boost, as many social media users often already post and share photos about their hectic lives. Younger consumers, especially millennials and Gen Z, appreciate how-tos or "life hack" content that helps them live more balanced lives. Partnering with celebrities, who will share their own tips, will also broaden the campaign's reach. 

The pop-up styling café is part of a trend that more brands are embracing to engage with consumers in real-life settings to build brand awareness. Experiential events typically resonate with younger consumers who appreciate unique, branded experiences and the ability to try new products. The events often give brands a social media boost, since they usually feature interesting visuals that inspire attendees to snap photos and selfies to post on social media.