Dear Dunkin' Donuts, Keep Up the Good Work

I’m a little late to the party on this topic, but as leader of the short kings, I still wanted to pay my respects to the work that Dunkin’ is doing to further the Short King movement. For those who didn’t hear about this, Dunkin’ Donuts- a multinational coffee and doughnut company, introduced a limited time promotion for one of their menu items. This item was cleverly named “The Short King.” 

“The Short King” is basically just their normal small iced coffee, which was renamed for a limited time. Dunkin’ had decided to run with this promotion in light of Short King Spring. Unfortunately this promotion only lasted about a week, from March 19 to March 26. And I know what you’re probably thinking- this seems like a pretty minimal effort put towards celebrating Short King Spring. However, this is the first time I’ve ever heard of a company openly recognizing this movement. 

I’ve got to give them some credit here, they are definitely squeezing into some untapped market potential. Check this out. Within the past year, the Collins Dictionary received a new word suggestion for the term “short king,” defining it as “A male who is short in height, typically 5'8" or under, and has an attractive personality.” I would tend to agree with this measurement, as this seems to be the general concuses for what is accepted as short for a male (5’9” is the national average I believe). Supposedly, roughly 33% of men in the United States are 5’8” and below. Depending on how many of these men consider themself a short king, that’s a lot of money to be made (potentially) off of this demographic. 

Dunkin’ could have done a little better with their marketing strategies. They could’ve gotten one of the several men that I have blogged about for “Short King of the Month” to do some endorsements. I mean, I’m certain they could’ve done a little better than this, at the very least:

But hey, it’s the thought that counts. In the coming months, I’d hope that other companies follow suit and realize that they too can cash in on Short King Spring. I would be quite interested to see what types of promotions that other companies will cook up. Do I think that capitalizing off of this movement is exploitive in any way? Not really. Anyway, keep up the good work Dunkin’, way to lead the charge on this. 

Happy Short King Spring,

Producer Reese