Problem How does a restaurant stay competitive when its rival com- pany outnumbers its locations three to one? Solution Use nontraditional OOH formats to stretch reach into areas where traditional formats are limited. Background The battle over breakfast between McDonald’s and Dunkin Donuts is almost the stuff of legend in New England, and at the heart of the fight is coffee. New Englanders are notori - ously big coffee drinkers, and in 2006 McDonald’s unveiled a highly successful Newman’s Own coffee product to compete in this critical category. Heading into summer 2007, McDon- ald’s needed to re-ignite awareness for their iced coffee, and find a way to neutralize their competitor’s massive distribution advantage, as Dunkin Donuts stores outnumber McDonald’s by more than thre

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