Dunkin' Donuts radio ad sprays coffee aroma

April 11, 2012

A Dunkin' Donuts radio ad in South Korea emits the aroma of coffee whenever it plays. According to PSFK, the campaign, named Flavor Radio, uses a unique technology to release the scent through sound recognition.

The campaign was first installed on commuter buses in Seoul, South Korea. Whenever a Dunkin' Donuts radio ad plays, a light coffee aroma is released using atomizers installed on the buses.

The innovative ads have reportedly boosted in-store traffic throughout the country. According to the article, more than 350,000 commuters initially experienced the ad, leading to a sales bump of 29 percent. The number of visitors at Dunkin' Donuts stores rose 16 percent during the original campaign.

According to the company's website, the mission of the ad is to shift the perception of Dunkin' Donuts in the heavy coffee drinking city of Seoul. The mission states "Dunkin' Donuts is more strongly branded for donuts than coffee. This perception leads to coffee drinkers selecting other cafes over Dunkin'. It is necessary to establish the thinking that 'Dunkin' = coffee' to convince people to select Dunkin' for their coffee fix."

Read more about marketing and branding.

Topics: Business Strategy and Profitability , Coffee/Bakery/Donut , Customer Service / Experience , Food & Beverage , Marketing / Branding / Promotion

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