Dunkin’ Donuts Launches ‘Flavor Radio’ in South Korea
August 10, 2012 | by Renz Baxa

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.

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Renz Baxa

Renz Baxa

Lawrence Baxa, or Renz as his friends call him, is a writer living in the Philippines. He admits that even though he is new to the writing industry, he is very willing to learn and improve as a writer. Renz loves to play basketball, and spends most of his time in front of the computer; surfing the net and playing online games. He dreams to be a well – known chef someday. He also serves their parish by holding youth camps and helping in events that help other children become closer to God.
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