Dunkin’ and Ben Affleck: When the stars of marketing and Hollywood align perfectly.
How did the collaboration between Dunkin' and Ben Affleck redefine the standards of marketing?
Marketing professionals have much to learn from the bold and authentic partnership between Dunkin’ and Ben Affleck. Let’s delve into the elements that made this campaign a must-study case in contemporary marketing.
Partnering with a celebrity genuinely attached to the brand.
The partnership with Ben Affleck, a known aficionado of Dunkin’ coffee, wasn’t just a marketing maneuver; it was based on the actor’s genuine affection for the brand. This authenticity enabled a natural connection with the audience, providing a solid and credible foundation for the campaign.
Using self-deprecation for an authentic connection with the audience.
In this advertisement, Ben Affleck not only highlighted his love for Dunkin’, but also his ability to laugh at himself, thereby creating a deep and authentic connection with viewers. This approach not only humanized the star but also added a welcome touch of humor that resonated with a broad audience.
Expanding the narrative to maintain engagement.
Dunkin’ brilliantly capitalized on the initial success of their Super Bowl advertisement by developing an extended narrative that saw the partnership evolve into a series of spots, including another featuring Matt Damon. This strategy allowed them to build a more ambitious and cohesive campaign, enhancing the overall impact through a series of interconnected advertisements.
In conclusion
The collaboration between Dunkin’ and Ben Affleck perfectly illustrates how an authentic and humor-filled partnership can redefine the standards of contemporary marketing. Hats off to Dunkin’ for this tour de force in the competitive advertising landscape of the Super Bowl!