The coffee franchise tested out a pop-up that disguised its new espresso drink as a higher-end product in order to fool foodies, boosting local sales by 60%

Could you tell the difference between popular and exclusive coffee brands? Dunkin’ bet that people couldn’t, and aimed to prove it by pranking foodies into believing they were tasting expensive, hip expresso drinks that were really the brand’s brew.

Opening a cafe activation called “S!p” in Portland, Maine, Dunkin’ created a local, cool atmosphere to attract foodies in the area. The retailer recorded several drinkers talking up the quality of the espresso and how artisanal it is. That’s when they were told to lift up the cups to reveal that they’d been drinking Dunkin’ all along.

The blind-taste activation was intended to highlight the premium quality of the espresso. And it did just that: AdAge reports a more than 60% lift in espresso units sold in Portland in the week following the activation, compared to the same time in 2017.

Watch the prank in action in the video below:

Dunkin’


Lead image: Dunkin’ via Instagram

Could you tell the difference between popular and exclusive coffee brands? Dunkin’ bet that people couldn’t, and aimed to prove it by pranking foodies into believing they were tasting expensive, hip expresso drinks that were really the brand’s brew.

Opening a cafe activation called “S!p” in Portland, Maine, Dunkin’ created a local, cool atmosphere to attract foodies in the area. The retailer recorded several drinkers talking up the quality of the espresso and how artisanal it is. That’s when they were told to lift up the cups to reveal that they’d been drinking Dunkin’ all along.