Dunkin Donuts Reveals "Street Art" Billboard in Times Square

In Consumer Product PR news, Dunkin Donuts unveiled their new Times Square billboard today which took a decidedly "fresh" approach. Dunkin Donuts turned to local street artists to creatte "a unique design inspired by the urban art of the New York City streets." This new billboard may very well be Dunkin Donuts' most prominent advertising to date.

To create this billboard, Dunkin' Donuts enlisted renowned street artist Robb Buono and his team of artists including UrbanMedium, TazRoc and Steven Lopez.

In another "fresh" move, over the past six weeks while the artists were finalizing the design, Dunkin' Donuts used its billboard space for a secret teaser campaign that featured no brand identification or imagery, inviting passersby to visit www.missionfresh.com to submit a guess as to who was behind the secret campaign. One winner was randomly selected from everyone who submitted a guess to receive $5,000 and an all-expense paid New York City theater weekend for two.

John Costello, Chief Global Customer and Marketing Officer at Dunkin' Brands said, "The unveiling of our Times Square billboard gives the brand incredible visibility in one of the most recognizable locations in the world and reinforces Dunkin' Donuts' position as the nation's coffee leader," he said. "Using this prominent space to create one of the world's largest pieces of street art is yet one more way Dunkin' Donuts stands out from other brands."

It's been estimated that a sign in Times Square receives 1.5 million impressions per day, with a number like that, Dunkin Donuts (one of the world's most recognized consumer products) is choosing to make quite a statement.

Watch the making of the largest one-piece canvas in America


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