Brewing a Caffeine Buzz

When Dunkin Donuts wants to make a statement about its brand and signature coffee, the company thinks big. Six-to 10-feet-tall to be exact.

To bill itself as a brand leader, the Canton, MA-based company erected six larger-than-life Dunkin’ Donuts coffee cups in three terminals at Boston’s Logan Airport. The iconic fiberglass cups — located near Dunkin’ Donut airport locations — not only serve as conversation pieces, but as meeting and photo spots for travelers. More than 26 million people travel through Logan Airport annually.

“It’s [about] people thinking of Dunkin’ Donuts as a leading brand in the Boston market,” says Tom Manchester, field marketing manager, Dunkin’ Brands. “It’s been interesting. We’ve gotten a lot of comments.”

The chain supports the displays with samples of new products, Manchester says. The Dunkin’ Donuts cup displays will remain at Logan Airport through May.

Portland, OR-based Airport Marketing Income handles.

“The whole idea is to create multiple touches,” Brad Jersey, COO of Airport Marketing Income, says. “At the end of the day, if you can do something uniquely different that reinforces the brand and it translates into sales, that’s a benefit for everyone.”