Successes and Failures Case Study: Dunkin' Donuts Flavor Radio

Effective innovation is difficult to come by, but it is the key to sustained competitive advantage in the consumer packaged goods industry. Lessons can be learned from both successes and failures. This case study looks at how Dunkin' Donuts used creative marketing tactics to drive footfall in its Seoul outlets and boost sales of its coffee products.

• Access comprehensive analysis of global successes and failures in the consumer packaged goods industry to drive ideation and inspiration.
• Obtain country-specific consumer insight to understand the consumer attitudes and needs that underpinned innovation success/failure.
• Access comprehensive analysis of global successes and failures in the consumer packaged goods industry to drive ideation and inspiration.
• Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your category.

Around 80% of new product innovation fails, highlighting the challenge that industry players face in innovating in today's competitive market landscape. Failed innovation can severely undermine profits and brand reputations. Conversely, the rewards for successful innovation are substantial.

Datamonitor is constantly monitoring the big winners and losers in the consumer packaged goods industry. This case study looks at how Dunkin' Donuts' Flavor Radio campaign was successful in driving incremental sales and creating awareness of the brand's coffee products.

Keywords: success, CPG, FMCG, Korea, South Korea, marketing, smell, sound, spray, synaestheic, multi-sensory, coffee, donuts, top of mind, brand association, brand awareness.

• Why is the Dunkin' Donuts Flavor Radio campaign considered an interesting case of success?
• How does Datamonitor judge the success of Dunkin' Donuts Flavor Radio?
• What consumer insight has underpinned this?

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Related research categories

By sector: Flavours (in Soft drinks)