Jaspreet Bindra As Dunkin’ continues to redefine its brand, CMO Jill McVicar Nelson emphasizes the shift towards storytelling as a core marketing strategy. Speaking in a recent interview, Nelson revealed that the company’s approach to brand-building is increasingly inspired by cinematic narratives, aiming to craft a “Dunkin’ Cinematic Universe” that engages consumers on a deeper, more emotional level. The goal is to create a brand experience that feels just as compelling as a blockbuster movie, blending entertainment with product innovation.
Dunkin’ has long been a dominant player in the coffee and donut industry, but its latest marketing direction represents a departure from the traditional. Jill McVicar Nelson, who joined the company in 2021, is pushing for a more immersive and dynamic approach to connecting with customers. “We’re looking at our marketing through the lens of storytelling,” Nelson explained. This includes leveraging digital content and brand partnerships to create cohesive, long-form narratives that evolve over time—similar to how film franchises build their universes.
Nelson’s strategy aims to foster a deeper emotional connection with consumers, moving beyond the simple transactional nature of fast food advertising. “We want to create a brand that is part of the cultural conversation, not just another ad,” she added. Dunkin’s recent campaigns, including collaborations with the likes of actor Ben Affleck and others, reflect this shift towards culturally resonant, story-driven marketing.
The idea is that as consumers become increasingly bombarded with ads, they are more likely to engage with content that feels relevant, entertaining, and authentic. The “cinematic” approach Dunkin’ is embracing isn’t just about high-budget production; it’s about weaving storytelling into the brand’s DNA, creating touchpoints that foster loyalty and emotional resonance with both existing and potential customers.
