Dunkin’ is among the greatest within the enterprise in relation to utilizing branded merchandise together with social media, however its newest assortment takes the cake (donut). The model final week launched a merch line primarily based on an enormous TikTok development, and promised a second, TikTok-exclusive drop to return this week.
The “Tell Me You Love Dunkin’ Without Telling Me You Love Dunkin'” assortment is predicated on the #TellMeWithoutTellingMe hashtag that is racked up 1.7 billion views on TikTok. (The thought is fairly simple, however should you want an explainer, this is an excellent one.)
The assortment options 11 attire objects together with hoodies, pullovers, sleep units, fuzzy slippers, canine bandanas and extra. Most characteristic Dunkin’s signature pink and orange colours in daring patterns that, possible not coincidentally, will actually stand out on social media. Several of the objects, just like the sleep set and wearable blanket, are already bought out.
Tell me you’re keen on Dunkin’ with out telling me you’re keen on Dunkin’…✨The Collection✨
Shop now: https://t.co/3zVc35XlI1 pic.twitter.com/qwv4OMaKew
— Dunkin’ (@dunkindonuts) November 18, 2021
Overall, the designs are fairly nice, with some sporting small particulars that add to the enjoyable. The colour block hoodie, for instance, has a donut icon sample printed on the inside of the hood, whereas the pajama pants have the identical icons down the leg.
But the actual draw right here is the TikTok-exclusive assortment. In a TikTok put up teasing it, Dunkin’ stated it can launch the gathering as soon as the put up hits one million views. Dunkin’ hasn’t revealed what objects the gathering will truly embrace, however the teaser put up encompasses a T-shirt and a reversible plush that transforms into both a scorching espresso or an iced espresso.
“It’s by no means been simpler to inform somebody should you’re feeling scorching or iced,” the voiceover says. (The plush was possible impressed by one other TikTok development, the reversible temper octopus.)
Dunkin’ has prioritized social media, and particularly TikTok. On Twitter, Dunkin’ has 1.2 million followers. Starbucks has 10.3 million. But on TikTok, Dunkin’ has 3 million followers to Starbucks’ 1.7 million. Dunkin’ has leaned into that edge by catering to its TikTok viewers by branded merchandise aimed toward that youthful demographic.
Earlier this yr, for instance, Dunkin’ teamed up with TikTok megastar Charli D’Amelio for a merch line that D’Amelio promoted to her 111.6 million followers. The model has additionally issued branded home paints, partnered with Snoop Dogg on an attire line and created a set of outrageous pretend merch, amongst different efforts clearly geared at producing buzz on social media and elsewhere on the web.
Dunkin’ continues to make use of merchandise to drive digital engagement in addition to or higher than its contemporaries. Even if the model would not attain the million views required to unlock its newest TikTok assortment, this marketing campaign is already a win.