Dunkin’ has earned a whole (or “hole,” if you’re into donut wordplay) lot of press over the years for its merch offerings. The brand’s blend of practicality, humor, seasonal importance and pop culture enthusiasm have helped it to win regard as a marketing heavyweight. The 70-year-old enterprise is back at it with a branded face mask promotion, partial proceeds from which will go to the Dunkin’ Joy in Childhood Foundation.
👏 We’ve got your back, & now we have you covered – new Dunkin’ masks are here 👏 Head to Shop Dunkin', https://t.co/eFhnuLxFET, to grab yours. $3 of each mask purchased will be donated to the Dunkin' Joy in Childhood Foundation to support children in underserved communities.❤️ pic.twitter.com/GLGyVXVnMo
— Dunkin' (@dunkindonuts) June 11, 2020
In helping youths in underserved communities, Dunkin’ is selling four $10 masks through August 31 or until supplies last. Given that they debuted last Thursday and Dunkin’ has already sold out of its eponymous Pride Mask, Joshua White, senior vice president of strategic partnerships and general counsel for Los Angeles-based BAMKO, the distributor behind the promotion, expects for the whole collection to be gone within two weeks.
“Dunkin’s items tend to fly off the shelves because of the strong branding, the designs and the spirit behind everything,” said White. “Because of the altruistic element of this promotion, we’re proud to continue our relationship with Dunkin’.”
Joining the aforementioned sold-out PPE option as a deterrent to the COVID-19 pandemic, the Orange Donut, Pink Donut Smile and Dunkin’ Orange Sprinkled with Joy masks feature a washable two-ply poly scuba cloth with a filter pocket and a nose pleat for comfortable wear. For each sale, $3 will go to the childhood foundation tasked with providing hunger relief and health support to in-need youngsters.
“With where we are in the world, I’d say it’s imperative that we find individual ways to step up and give back,” White said. “We could say there are times for selling merchandise just for the sake of building brand awareness. There are also times where you have a chance to put your values center stage and give people a reminder that someone cares. The latter consideration is what’s at the root of this concept.”
