Some ideas are so strong they don’t need to get louder, they just need room to expand.
After the buzzworthy impact of its first Iconic Home campaign, Dunkin’ Coffee At Home returns with a second chapter that does exactly that: it opens the door on an idea people already loved and lets it breathe.
Created by PSOne, the Power of One solution for The J.M. Smucker Co. and creatively led by BBH USA, the new film builds on the bold visual simplicity that made phase one instantly recognizable.
One Pack. One Idea. Everything Communicated.
The first phase of Iconic Home revolved around a single, unforgettable image: a Dunkin’ Coffee At Home pack, cropped just right so it looked like a house. A lone pack shot. A gradient sky. No explanation. No gimmicks.
And yet, it said everything.
That same idea now unfolds into a fully realized world.
In this new chapter, we drift through beautifully stylized scenes built entirely from Dunkin’ Coffee At Home packaging. Every pack becomes architecture. Every angle feels deliberate. Every frame is composed with graphic precision, transforming an everyday coffee pack into something quietly iconic.
There’s no dialogue. No demo. No product shouting for attention.
As Yohan Daver, Group Creative Director at BBH USA, puts it:
“What I love most about this work is how much it communicates while saying so little. No dialogue, no demo… just a Dunkin’ Coffee At Home pack transformed into architecture. It quietly reminds people that it lives at home, too. It doesn’t need to shout. it whispers. Because sometimes a simple pack shot is enough to tell the whole story.”
This work ladders cleanly into the brand platform:
“The home with Dunkin’ is where you want to be.”
Not as a tagline shouted at the audience, but as a feeling you recognize instantly.
Josh Williams, Director of Brand Experience Coffee at The J.M. Smucker Co., explains:
“We’re building on the momentum of a buzzworthy first phase with the next chapter in this headturning campaign. At J.M. Smucker, we know Dunkin’ Coffee At Home stands on its own, unpretentious, reliably good, a cup people depend on. With this spot, we’re bringing that to the forefront. Iconic Home is more than a clever visual, it’s a simple, elegant reminder that the Dunkin’ people love is ready to be brewed right in their own kitchens. The design’s clean, confident lines let the product speak for itself, no clutter, no distractions.”
That restraint is the point.
As Sapna Ahluwalia, Group Creative Director at BBH USA, sums it up:
“The second chapter of Iconic Home reminds us that powerful ideas don’t need to be complicated. What started as a single pack cropped to look like a home, has now grown into an entire world built from the same idea. It’s proof that bold creativity comes from clarity, craft and beautifully executed simplicity.”
Iconic Home is a reminder of something the industry sometimes forgets: clarity is a creative superpower.
No clever twists for the sake of it. No lore to decode. No strategy deck required to “get it.”
Just timeless design, thoughtful craft, and a pack shot doing exactly what it should, telling the whole story.
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