Image courtesy of Dunkin' Donuts
Thursday, December 21 is the winter solstice, also known as the shortest day of the year. This also means that it is the darkest day of the year, making it a prime opportunity for promotion.

Dunkin’ Donuts is taking advantage of the day with a nationwide animated Snapchat filter. Users can add fun to their photos by “sharing their dark side.” The nationwide animated filter is the first of its kind in the country, and will allow the brand to promote its dark roast coffee.

In addition, Dunkin’ Donuts is promoting its #DunkinDarker Facebook event. This event will feature a full day of tips and tricks, facts and fun games, prizes and surprises, as well as a special livestream event, to help people conquer the darkness.

The brand partnered with Massachusetts’ Wormtown Brewery to launch DDark Roasted Brew, the first beer to be brewed with Dunkin’ Donuts Dark Roast beans. The stout will be available at Wormtown Brewery’s Tap Room in Worcester starting on the winter solstice, which is 11:28 a.m. on December 21.

“We know how tough it can be to keep up the positive energy when the days are shorter and darker. As the brand that keeps people running every day, we’re welcoming winter and the darkest day of the year in several bold, innovative and surprising ways, including the first ever national animated Snapchat filter, a special #DunkinDarker event, and new Dark Roast beer, to inspire our fans to enjoy our Dark Roast Coffee and face and embrace the darkness.”