Dunkin’ Donuts Launches ‘Flavor Radio’ in South Korea
Posted on August 10, 2012
Dunkin’ Donuts in South Korea found a creative way to increase its sales: a technology it calls “Flavor Radio.”
The “Flavor Radio” is installed on buses in Seoul. It will release a coffee aroma every time the Dunkin’ Donut jingle is played.
It seems that the strategy has already worked. Visitors have increased by 16 percent, and coffee sales have improved by 29 percent.
However, the company is not planning to use “Flavor Radio” outside of Korea.
“The campaign was designed to raise awareness of Dunkin’ Donuts coffee in a fun and engaging way. In Seoul and the rest of South Korea, there is a lot of passion for Dunkin’ Donuts, so this offered an opportunity to try something unique,” Public Relations Manager Jessica Gioglio said.