Dive Brief:
- Dunkin' has created a branded recreational vehicle and is running a contest for the chance to win it for a week, according to a press release.
- The Dunkin' Refreshers RV is being used to promote the brand's new Dunkin' Refreshers line of iced tea drinks. The outside of the van features Dunkin's signature pink and orange colors and is outfitted with Dunkin'-inspired design inside, including a Keurig K-Mini Plus coffee maker with Dunkin' K-Cup pods and a gift card for Dunkin' Refreshers.
- Consumers can enter the sweepstakes by sharing their road trip plan, as well as who they would bring from their "quarantine team," via Dunkin's Instagram Stories with the hashtag #DunkinRefreshSweepstakes through Aug. 16. The winner will have access to the RV for one week beginning Sept. 20.
Dive Insight:
Dunkin' is leveraging the popularity of road trips this year as many consumers look to avoid airplanes during the pandemic to promote its new Refreshers line of cold drinks. The chain cited data from The RV Industry Association, which forecasts that 46 million people will take an RV trip in the next 12 months in the United States, leading to a significant increase in RV rentals and sales this year. In advance of the July 4 holiday weekend, USA Today reported that RV rentals were up 1,600% for some rental services.
Dunkin', which offers digital ordering and drive-thru service at many of its locations, is also well positioned to engage road trippers who are reluctant to go inside businesses during the health crisis.
"People who have had their vacation plans cancelled are looking for ways to break out of their familiar four walls and hit the reset button," said Drayton Martin, vice president, brand stewardship at Dunkin', in a press statement about the sweepstakes.
Dunkin' has been looking to associate itself with a wider range of products over the last couple of years and dropped the word "Donuts" from its brand name to reflect the transition. Dunkin' introduced Dunkin' Refreshers in June in two flavors: Strawberry Dragonfruit and Peach Passion Fruit.The drinks are made with green tea and have added Vitamin B to provide an energy boost.
Like many restaurants, Dunkin' was hit by store closures in April and May, but sales were beginning to pick up again in June, per Restaurant Business. The company attributed the uptick to sales during the lunch period and through digital channels.
The new social media contest comes on the heels of the creation of a new C-suite title, chief digital and strategy officer. Philip Auerbach began the job on Aug. 10 as part of the company's strategy to double down on its digital platform offering following the departure last fall of CMO Tony Weisman, who spearheaded Dunkin's rebranding.
