A popular trend found on Etsy and Aeropostale shirts lately is the slogan “running on coffee and dry shampoo”. Its part of their casual tees that promote the “just rolled out of bed” style. These shirts usually praise no makeup, messy buns, naps, and junk food, as an effort to highlight authenticity.
Well as part of some the brand’s new campaign to get consumers focused on their coffee, Dunkin’ partnered with Dove to provide consumers with the life essentials: coffee and dry shampoo. The campaign was two-fold, starting with the National Coffee Day on September 29. As customers got buy one, get one free coffee, they were encouraged to use the hashtags #DoveXDunkin and #DxDSweepstake and show why they run on coffee and dry shampoo in order to win a year supply of Dunkin’ Coffee and Dove Dry Shampoo. The next step was on October 1st where the companies hosted a pop-up event with stylist using the Dove dry shampoo, free cups of coffee, and merchandise giveaways.
The campaign was used for both companies to widen their reach to the “on-the-go” consumer and to enhance their social media presence. They also used celebrities and bloggers to promote each event.