In a couple weeks we will see the return of The Discovery Channel’s Shark Week and one of the main partners/sponsors is Dunkin Donuts. What is Dunkin Donuts doing in conjunction with Shark Week? They are releasing a limited special edition donut. A "life preserver" donut.
Dunkin Donut's limited-edition "life preserver" donut is a perfect example of a brand finding a way to make themselves relevant in what will inevitably be a big conversation piece come August.
Life we said, donuts and sharks aren't something you'd think of putting together, but when you actually think about it, a life preserver donut makes perfect sense for Shark Week. It’s got a nautical theme. It’s something you often see associated with sharks (usually with teeth marks in it) and the life preserver itself is often referred to as a donut.
Sometimes in marketing you have to do something different, something not expected. Pairing donuts and sharks together isn’t something you’d typically think to do, but by figuring out a way to make it work together both parties benefit. Brings a little more attention to Shark Week and Dunkin Donut get a little additional attention from a segment they might not normally get exposed to.
You can’t continually do the same thing or what everyone else is doing. Trying new things, partnering with the unexpected are great ways to stand out from the usual. Whether that's your usual or someone else's usual.
That being said, one thing to keep in mind is don’t do something crazy and different just to do something crazy and different. If Dunkin Donuts decided to sponsor Shark Week but only ran their usual ad, it would be no different than running their usual ad. By also releasing the life preserver donut it makes the pairing with Shark week make more sense, stands out and gives people something to talk about.
What can you do that's different? Is there a strange, unexpected and/or different partnership you could pursue that will get people talking about you?
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