Dunkin’ Coffee At Home Expands ‘Iconic Home’ Campaign with Packaging-Built Film

BBH USA and PSOne (the Power of One team built for The J.M. Smucker Co.) have launched the next chapter of Dunkin’ Coffee At Home’s ‘Iconic Home’ campaign.

It expands on what began as a single coffee pack, cropped at just the right angle to resemble a house. Shot against a truly satisfying gradient sky, the simplicity of the image spoke volumes – a visual that borrowed Dunkin’s in-store recognisability and pushed it into the home.

The new film sticks to the same principles, though it expands on the original hero image. Viewers drift through smooth scenes constructed from Dunkin’ packaging, with multiple Dunkin’ Coffee At Home products framed and lit so packs turn into architecture.

Set to a reimagined rendition of Malvina Reynolds’ ‘Little Boxes’, the track underlines the campaign’s core visual hook of packaging becoming homes. The BBH team said the work ladders up to the brand platform: ‘The home with Dunkin’ is where you want it to be’.

Josh Williams, director, brand experience coffee at The J.M. Smucker Co., said, “We’re building on the momentum of a buzzworthy first phase with the next chapter in this head-turning campaign. At J.M. Smucker, we know Dunkin' Coffee At Home stands on its own – unpretentious, reliably good, a cup people depend on.”

He added, “With this spot, we’re bringing that to the forefront. ‘Iconic Home’ is more than a clever visual – it’s a simple, elegant reminder that the Dunkin’ people love is ready to be brewed right in their own kitchens. The design’s clean, confident lines let the product speak for itself – no clutter, no distractions.”

Sapna Ahluwalia, group creative director at BBH USA, said the second chapter of ‘Iconic Home’ reminds us that powerful ideas do not need to be complicated. “What started as a single pack cropped to look like a home, has now grown into an entire world built from the same idea. It’s proof that bold creativity comes from clarity, craft and beautifully executed simplicity.”

It’s a point echoed by fellow BBH US group creative director, Yohan Daver. He said, “What I love most about this work is how much it communicates while saying so little. No dialogue, no demo… just a Dunkin' Coffee At Home pack transformed into architecture. It quietly reminds people that it lives at home, too. It doesn’t need to shout. It whispers. Because sometimes a simple pack shot is enough to tell the whole story.”

The campaign is backed by a national online video and CTV buy across YouTube and Epsilon, shoppable video extensions via Kerv, and additional linear video and paid social across Meta, Pinterest, TikTok, and YouTube.