Kraft says the campaign and the project built around it created a huge amount of pressure for the brand, and the retailer was left thinking, “We have to deliver on this, because the expectation is set really high”.
One of Dunkin’s recent marketing campaigns, sporting the tagline #WTFast, emphasised the speed of service you should get at Dunkin ’ establishments by featuring a skydiver in its adverts.īefore her cliff dive, the subject of the advert orders her donuts, and they are ready and delivered to her as she pulls her ripcord on descent. They want to get on with their busy work day and they’re not going to slow down,” says Kraft. They want to get in and out of stores quickly.
Matthew Kraft, director of consumer technology and mobile at Dunkin ’ Brands, says customers expect extremely fast service.
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