The objective of the Dunkin’ national freestanding floor display was to support market share growth in the “take home” seasonal flavored coffee niche. JM Smucker and the Dunkin Coffee brand use data collected in their retail coffee shops and the Dunkin’ app to determine the most popular seasonal flavored coffee to launch in retail chains. The targeted audience included both brand loyalists and at-home flavored coffee drinkers.   

Leveraging Dunkin’ brand loyalty to entice shoppers to try the take-home versions, the display needed to be easily set up in different locations – front of the store or the coffee aisle -- in both grocery and mass merch retailers.

 In addition, the display had to accommodate multiple product re-stocks during the extended promotional event, have a shortened speed-to-market to avoid store outages, and be cost-effective to maximize profit margins