Short King Spring is upon us and it looks like Dunkin’ is capitalizing on the reason for the season.
For context, “short D” has become a term of endearment for men — usually under 5’9 — whose “lack of height has nothing to do with his perception of his own self-worth,” according to Urban dictionary.
In a play on words, Dunkin’ announced Tuesday that a small iced coffee will be rebranded as “The Short King” on the Dunkin’ app through March 26 to celebrate the start of spring. In Massachusetts, where Dunkin is based, spring can also be a very short season.
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“This honorific will only be available for a limited time until March 26, so be sure to grab a small iced coffee for yourself… or the low king in your life,” the company said in a statement.
The new advertising campaign has caused quite a stir on social media, especially on X, where many found the concept “brilliant” and “hysterical”.
Dunkin’s Short King’s spring campaign on Instagram made me laugh. This is marketing??????
— Wanja the multifaceted storyteller (@wanjanjama) March 21, 2024
Absolutely brilliant marketing from Dunkin. Culturally relevant, fun and incentivizes people to log into the app to actually see it listed as “Short King”
That’s why Dunkin also wins with half-off coffee. https://t.co/hcjoqk8yQs
— Modsix (@ModsixGaming) March 19, 2024
it’s only day two, but so far I laugh every time I open the dunkin app to order an iced coffee and they suggest I order a short king. simply an excellent marketing job
— Courtney O’Connell (@thegingerninja_) March 20, 2024
I became a dunkin girlie just in time to celebrate a real short king renaissance https://t.co/WsEmGAMGeW
— Jimmy Sprinkles ?LIVE (@_JimmySprinkles) March 19, 2024
Dunkin’ also promoted the temporary menu swap on its social channels, including Instagram, where the chain created a mini-animation showing the small cafe crowned by two larger drinks, officially becoming king.
The leader of the “Short King” campaign, Dunkin’ Director of Brand Engagement Kemma Kefalas, touted the concept’s success on LinkedIn, noting that the idea was to take a term deeply rooted in Gen Z culture and bring it to the mainstream and the company’s largest customer base.
“There is never a dull moment working for a brand that allows us to put culture front and center…where all the low kings can see,” he wrote.
This isn’t the first time this year that Dunkin’ has taken an outside-the-box approach to its marketing techniques.
Related: Dunkin’ fuels intergenerational buzz
During Super Bowl LVIII, the chain debuted a 60-second commercial, its second ever, featuring famed Dunkin’ fan, Oscar winner Ben Affleck, alongside an A-list “DunKings” cast that included fellow Boston native Matt Damon, rapper Jack Harlow and Fat Joe, NFL legend and former New England Patriot Tom Brady, and Affleck’s wife, actor and singer Jennifer Lopez.
The YouTube video of the clip has since garnered 4.7 million views.