Dunkin’ is reminding people that its coffee isn’t just for coffee shops, it’s for the kitchen counter too.
In its latest campaign, “Iconic Home,” developed with BBH US and PSOne, Dunkin’ transforms its packaging into a symbol of everyday comfort: a house.
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The creative is disarmingly simple. By cropping Dunkin’s coffee pack at just the right angle, the design suddenly resembles a small home. Behind it, gradient skies shift through soft pinks, golden afternoons, and dusky purples to represent different moments of the day.
And that’s it, no props, no people, no clutter. Just a pack of Dunkin’ coffee, reframed to speak directly to the at-home ritual.
The stripped-back visual approach cuts through a category often crowded with steaming mugs, smiling faces, and staged kitchens. Instead, Dunkin’ relies on a single graphic trick to drive the message: coffee at home is as Dunkin’ as coffee on the go.
Each product variant is paired with its own “sky mood,” creating an emotional connection to different consumption occasions. Morning brightness, afternoon warmth, evening calm, all fit naturally into the Dunkin’ world without falling into the cliché of the “morning routine.”
The campaign taps into a bigger strategic challenge: how heritage brands can reinforce their place in the home amid surging competition in grocery aisles and e-commerce. Dunkin’ leans on intuition rather than heavy storytelling — the packaging itself becomes the brand’s strongest proof point.
“The challenge wasn’t about awareness,” said Josh Williams, CMO at The J.M. Smucker Co. “It was about reminding people that Dunkin’ coffee belongs at home too.”
“Iconic Home” is rolling out across OOH, wild postings, social content, and digital displays, culminating in a giant billboard takeover at Times Square. By appearing in both the flow of daily commutes and the scroll of daily feeds, Dunkin’ connects with consumers wherever their rituals live.
The campaign reflects a broader 2025 trend: legacy brands re-entering the domestic space with strong, symbolic creative, as lifestyles shift further toward home-centered rituals post-pandemic.
