Maverick Plans the Perfect Valentine’s Day with Dunkin’ International
Dunkin’ International came to Maverick Studios with a sweet ask for Valentine’s Day 2024 — develop a comprehensive toolkit of key visuals and marketing assets for their Valentine’s Day limited time product launch. And comprehensive, this toolkit was. The list of deliverables included key visual posters, 12ct and 6ct donut boxes, hot and iced coffee cups, static and animated social media assets and stickers, digital menu boards, takeovers, bakery cases, window clings and a QR code.
The team came together and developed their game plan for this extensive project. They studied industry competitors and brought in Maverick’s digital strategist for insight into current trends. After many rounds of internal feedback, the designers presented several conceptual and visual approaches — all Valentine’s Day themed, of course — to the client. The Dunkin’ team selected an execution, and the team fleshed out the concept to all the deliverables for distribution worldwide.
Besides the sheer number of deliverables of this project, the biggest challenge was developing a short and sweet (no pun intended) headline for the assets that would translate across multiple languages. After a lot of back and forth, both the team and client landed on “Treat Someone Sweet”. This line is concise, alliterative, is easily translated, touches on Dunkin’ products and is inclusive for anyone celebrating the holiday.
The Maverick team crushed this project. The final products included social assets that were not only visually engaging, but also socially engaging, prompting users to share the story post with someone they love — driving impressions, engagement, and orders. The donut boxes and coffee cup packaging came out perfectly pink and hit the nail on the head for what client was expecting. The cutest touch — the designers combined two coffee beans to create a heart shape for these designs. Overall, this was a big win for the team. Creating an extensive, on-brand and socially relevant international toolkit with so many deliverables ranging from digital to print without any hiccups truly shows what it means to be a Maverick. Way to go team!