Raise your hand if you’re craving coffee and donuts after the series premiere of On Brand with Jimmy Fallon.
The first episode of NBC’s new competition show was all about Dunkin’, a beloved brand known for its coffee, donuts, and a unique culture that resonates deeply with its fans. After a flashy introduction by host Jimmy Fallon and Chief Marketing Officer Bozoma Saint John, the 10 new employees of the On Brand agency, who are also the contestants, received an unexpected twist when they gathered at a local Dunkin’ branch for their first challenge.
Jimmy made a memorable entrance in a giant donut car, setting an entertaining tone for the show. Dunkin’ executives, including President Scott Murphy and CMO Jill Nelson, explained the challenge: to creatively promote Dunkin’s breakfast meal deal—a medium hot or iced coffee, a bacon, egg, and cheese sandwich, and crispy hash browns—all for just $6. They encouraged the contestants to think “boldly and authentically Dunkin’,” revealing that the winning campaign could be launched in select locations.
The contestants had just one hour to brainstorm their pitches, a high-pressure situation that showcased their creativity under tight deadlines. Each contestant brought varying ideas to the table, and some concepts had more potential than others.
On Brand‘s Contestants and Their Creative Pitches
Among the innovations, Mahiri Takai, a former pastor turned marketer from Dallas, proposed a “Brunch in a Box” concept featuring vibrant packaging perfect for coloring. However, Scott Murphy gently critiqued the brunch angle, noting that Dunkin’ is all about quick service.
Next up was Ryan Winn, a young entrepreneur from Nashville whose “power pail” idea focused on the needs of busy, blue-collar workers, instantly appealing to Dunkin’s target demographic. Meanwhile, Dr. Raj Srivastava, a marketing professor, played off the iconic “America runs on Dunkin'” slogan, while travel journalist Lauren Karwoski introduced an F1-themed campaign that didn’t hit the mark due to her use of the word “Duh!” which caused some concern among the executives.
Creative director Bianca Fernandez, recognized for her work with a skincare brand, impressed the team with her “Breakfast Handl’d” campaign, although Murphy advised against her idea of all-black packaging. Sabrina Burke, a 55-year-old momager, captured attention with her idea for a “Munch Box,” playing on Dunkin’s signature Munchkin concept, though she faced lighthearted criticism when she couldn’t provide alternative names.
Executing the Winning Concept
Following the pitch presentations, Murphy and Nelson revealed their favorites: Ryan’s “Power Pail” and Bianca’s “Breakfast Handl’d.” These concepts were brought to life in real-time as contestants broke into teams to demonstrate their ideas at a Dunkin’ location.
Bianca and her team utilized a custom Dunkin’ Magic 8 Ball with a tagline of “Dunkin’ decides” to promote their campaign, while Ryan’s team showcased vintage lunch pails targeting a broader audience. The friendly rivalry unfolded in front of eager customers, further adding to the excitement of the challenge.
As customers interacted with both concepts, it became clear which idea resonated more with the public. Feedback from the patrons would ultimately shape the final outcomes of the competition.
Who Took Home the Win?
Ryan Winn’s “Power Pail” emerged victorious, praised for its simplicity and relatability. Customers were drawn to the playful packaging, making it a hit among the Dunkin’ patrons.
Who got sent home after the first episode of On Brand?
No one was sent home in the premiere.
In a twist, Fallon announced that all contestants would remain in the competition for the time being, heightening the intrigue for the next episodes. As Ryan celebrated his win and the prospect of his idea coming to life in stores, anticipation grew for the agency’s next challenge, which would involve Southwest Airlines. Fans can look forward to watching On Brand Episode 2 on Friday, October 3 at 8/7c, with a recap available the next day on Peacock.