Successfully launch Dunkin’ Donuts new Box o’ Joe.
Develop a test market POP program to incite sales of Box o’ Joe. Position as a natural and convenient extension of the Dunkin’ Donuts product line.
Intercept customers at every possible turn. Offer Box o’ Joe as the perfect partner to the dozen donuts customers bring to group gatherings. Provide an instant solution to the problem of bringing coffee for a group with in-store POP components.
Test market launch of Box o’ Joe was successful. Program rolled out and heavy in-store presence, as part of the marketing mix, helped move product.