Quick King Spring is upon us and it appears like Dunkin’ is cashing in on the rationale for the season.
For background, “brief king” has turn into a time period of endearment for males — normally underneath 5’9 — whose “his lack of peak has nothing to do along with his notion of his personal self-worth,” based on City Dictionary.
In a play on the time period, Dunkin’ introduced on Tuesday {that a} small, iced common espresso can be renamed “The Quick King” on the Dunkin’ App by way of March 26 to have fun the start of Spring. In Massachusetts, the place Dunkin is headquartered, spring will also be a really brief season.
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“This honorary identify will solely be out there for a restricted time by way of March 26, so make certain to seize a small iced espresso for your self… or the brief king in your life,” the corporate stated in a launch.
The brand new advert marketing campaign induced fairly a stir on social media, particularly on X the place many discovered the idea “genius” and “hysterical.”
Dunkin’s Quick King spring marketing campaign on Instagram has me CACKLING. Now that is advertising and marketing ??????
— Wanja the Multifaceted Storyteller (@wanjanjama) March 21, 2024
Completely good advertising and marketing by Dunkin. Culturally related, humorous, and incentivizes individuals to go to the app to really see it truly listed because the “Quick King”
Because of this Dunkin is successful even with mid espresso. https://t.co/hcjoqk8yQs
— Modsix (@ModsixGaming) March 19, 2024
it is solely the second day, however to this point i chuckle each time i open the dunkin app to order an iced espresso and so they recommend that i order a brief king. simply wonderful advertising and marketing work
— Courtney OConnell (@thegingerninja_) March 20, 2024
I grew to become a dunkin girlie simply in time to have fun a real brief king renaissance https://t.co/WsEmGAMGeW
— Jimmy Sprinkles ?LIVE (@_JimmySprinkles) March 19, 2024
Dunkin’ additionally promoted the short-term menu swap on its social channels, together with Instagram, the place the chain created a mini-animation that exhibits the small espresso being topped by two larger-sized drinks, formally changing into the king.
The lead of the “Quick King” marketing campaign, Director of Model Engagement at Dunkin’ Kemma Kefalas, touted the success of the idea on LinkedIn, noting that the concept was to take a time period that was deeply rooted in Gen Z tradition and produce it to the mainstream — and the corporate’s wider buyer base.
“There’s by no means a boring second working for a model that empowers us to place tradition on the forefront…the place all of the brief kings can see,” she wrote.
This is not the primary time this yr that Dunkin’ has taken an out-of-the-box strategy to its advertising and marketing strategies.
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Throughout Tremendous Bowl LVIII, the chain debuted a 60-second business — its second ever — with famed Dunkin’ fan, Oscar winner Ben Affleck alongside an A-list solid of “DunKings” that included fellow Boston-native Matt Damon, rappers Jack Harlow and Fats Joe, NFL legend and former New England Patriot Tom Brady, and Affleck’s spouse, actor and singer Jennifer Lopez.
The YouTube video of the clip has since garnered 4.7 million views.