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Dunkin’, formerly known as Dunkin’ Donuts, is just two months removed from a PR disaster that sent a shipment of Philadelphia Eagles cups to a Dunkin’ Donuts in Boston, less than a half year after Nick Foles and the Eagles beat the Pats in the Super Bowl.
The Massachusetts-based coffee chain was looking to win itself back into the hearts of New Englanders by creating promotional signs for Game 2 of the World Series that feature a spin on the Red Sox postseason “Do Damage” rallying cry.
Dunkin' Marketing: Let's hand out signs at Fenway that say Do Damage but put NUT in the middle so it spells Donut Damage!
Every Fan At Fenway: Why Does That Say Do Nut Damage? pic.twitter.com/FZDUM1efM1
— Darren Rovell (@darrenrovell) October 25, 2018
Dunkin’ did the right thing but joining in on the joke and owning the narrative. PR 101: People can’t make fun of you if you’re already making fun of you.
https://twitter.com/DunkinBoston/status/1054892718403584000
This didn’t stop droves of people from sub-tweeting various instances of dudes getting drilled in the nuts. It’s the price you pay for a solid promotional campaign.
https://twitter.com/MikeWheby/status/1055273743256301570
https://twitter.com/Bukes1/status/1055276029067972609
https://twitter.com/MikeWheby/status/1055273845077221376
— Vince Iwanski (@viwanski) October 25, 2018
— Depressed Lakers Fan (@BongStrowman92) October 25, 2018
— JJ the ✈️🛫 (@JJ_05__) October 25, 2018
— J.R. (@JRTheSavage) October 25, 2018
https://twitter.com/chris_pa28181/status/1055287274705956864
Mind you, this isn’t the first promotional blunder this World Series. Check out the Red Sox mascot, Wally, sporting a giant soft serve boner.
Not sure the Red Sox thought this one through…. pic.twitter.com/Pv3pD0bSrF
— Darren Rovell (@darrenrovell) October 24, 2018