Launch dunkin donuts in the south african market
Client: Dunkin Donuts
Role: Head of Strategy
Agency: BBDO
COMMUNICATION STRATEGY - BRAND LAUNCH - HIGH IMPACT
THE BRIEF
Launch an American icon into a saturated South African market — and make it feel like it had always belonged.
Cultural brand translation
Positioning and campaign strategy
Social activation and creative collaboration
KPI alignment and rollout planning
MY ROLE
Led strategic development for a full-scale market entry, reframing Dunkin’s nostalgic American appeal for a local audience raised on U.S. pop culture, not U.S. brands. Rather than importing meaning, we reinterpreted it: South Africans didn’t know the taste, but they knew the feeling — from 80s sitcoms, New York coffee cups, and a dream of American cool.
THE WORK
We turned a doughnut launch into a cultural event. Drawing on South Africa’s nostalgic love for American pop culture, we built a campaign that felt both familiar and fresh. Fans were invited to “bring the launch date forward” by taking part in social challenges, stunts, and content creation — from cut-out coffee cup selfies to spotting the world’s smallest Dunkin’ pop-up. The result? Viral buzz, packed queues, and a launch no one forgot.
IMPACT
The longest launch-day queue in South African food retail history.
100% sales target overachievement
5,000 people queued on launch day (some for 25+ hours)
1700% higher social engagement than competitors
R5.6M in earned PR value from a spend-to-ROI ratio of 43:1
Influencers, live radio, and viral stunts (including fans getting actual Dunkin’ tattoos) drove reach and FOMO
WHAT IT SHOWS
I can craft cultural relevance at speed, balancing big brand storytelling with laser-focused commercial outcomes. This was strategy designed for impact, excitement, and queues around the block..
Dunkin' Donuts SA launch exceeds sales targets by 100%
dd launch campaign video
Close to 5000 South Africans queued to be a part of the first ever Dunkin’ Donuts to open doors in South Africa.
Some queuing for as long as 25 hours to get their first taste of the world-famous coffee and donuts.
excitement that surprised