Dunkin' Donuts launching Mocha K-Cups

 
May 22, 2012

??On May 21, Dunkin' Donuts announced via its Twitter account that it will launch Mocha K-Cup packs in June.

The chain is giving away cartons of the new item to Twitter followers who explain why they want to try the new flavor, and who use the hashtag #MochaMaDDness.

The Dunkin' Donuts Mocha MaDDness Twitter Sweepstakes ends Thursday.

Dunkin' Donuts first launched K-Cups in the summer 2011. The packs, available for use with the Keurig Single-Cup Brewing system, are currently available in five flavors, including Original Blend, Dunkin' Decaf, French Vanilla, Hazelnut and Dunkin' Dark Roast. The suggested retail price for a 14-count box is $11.99.

The K-Cup platform has helped boost the chain's sales in recent months. In Dunkin's most recent earnings call, CEO Nigel Travis said the momentum from the launch has not dissipated as expected following the holiday rush, nor has it cannibalized Dunkin's in-store coffee sales. The company anticipates increased marketing around this platform.

According to MediaPost, the Mocha K-Cup pack announcement marks the first time Dunkin' Donuts has used Twitter for a product announcement.

Read more about social media marketing.


Topics: Business Strategy and Profitability , Coffee/Bakery/Donut , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management


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