Dunkin’ Donuts was looking for retail holiday merchandise that went beyond traditional coffee carriers and tea tumblers to better resonate with their younger audience, without diminishing appeal to their core adult customer. Maxx did a deep dive into consumer trends and discovered when compared to generic items; personalized holiday gifts have greater sentimental value, are more appreciated, and are kept longer by the recipient. Maxx leveraged these insights to create a retail merchandise item that delivered a branded, yet highly personalized gift experience.  Our DIY Mug was designed to let consumers create a personal statement either through words, images or the use of the included stencils to create a memorable brand experience while embracing the huge DIY trend.  Our set included a white ceramic branded coffee mug, a stencil featuring fun images of the holiday campaign plus three special markers for use on the mug.