Daily Insights

Caffeinated Costumes

By: Mackenzie Baker | Sep 22, 2020

Dunkin’ gets consumers in the Halloween spirit with its first branded costume line. The brand collaborated with Spirit Halloween for the sweet, but non-edible holiday treat, which includes an adult-sized coffee cup costume and giant strawberry frosted donut getup. The life-sized costumes, which feature the familiar brand logo and orange and pink color scheme, allow fans to show off their love of Dunkin’ while getting in the Halloween spirit. As this year’s Halloween celebration could be different from years past, Dunkin’ is promoting its costumes as ones to wear at home “with your quarantine crew” or while “parading at a distance”. By encouraging fans to make the most of the disrupted holiday, Dunkin’ could increase connections with Halloween enthusiasts while driving awareness towards its products, according to a Gartner report

Delectable-looking Halloween costumes is the latest page from Dunkin’s marketing book, as it follows a year of new products that encourage customers to turn their brand love into a lifestyle. Last year Dunkin’ brewed up branded holiday apparel, including sweatpants and a limited-edition electric guitar, to help fans rock their brand pride. Since then, Dunkin’ has released a merchandise line with rapper Snoop Dogg, sold donut-flavored beer, released its own line of caffeinated cereal, and invited fans to take a cross-country road trip in a Dunkin’ branded RV. Given its history, the Halloween costumes have been long-awaited by Dunkin’s loyal following, who shared their sweet delight at the news on its Instagram and Twitter page. 

For the Halloween season, Dunkin’ is forgetting about the tricks and doubling down on the treats. By releasing its brand-themed costume line, Dunkin’ could further expand its out-of-restaurant offerings, which may help it stay top of mind with new and loyal customers looking for fun amidst a bleak year.