CANTON, Mass. — Dunkin' Donuts unveiled a new, multi-million dollar advertising campaign that revolutionizes the brand's position by focusing on how Dunkin' Donuts keeps busy Americans fueled and on the go. According to a news release, the new campaign is a fun and often quirky celebration of life, showing Americans embracing their work, their play and everything in between — accompanied every step of the way by Dunkin' Donuts.
The launch of "America Runs on Dunkin'" marks the most significant repositioning effort in the company's 55-year history and is the first to debut since Dunkin' Brands, the parent company of Dunkin' Donuts, was acquired last month by a private equity group.
Created by Boston-based Hill, Holliday, the creative platform debuts the new tagline "America Runs on Dunkin,'" and includes eight 30-second and eight 15-second television spots, nine radio spots, a multi-tiered print effort, in-store advertising, outdoor program and an online component. The release said the ads will stress the company's primary mission to provide a full range of quality food and beverages that are affordably priced and served fast.
In conjunction with the campaign, Dunkin' Donuts has launched a special section of the company's Web site (dunkindonuts.com) called the "D Stop" that will feature interactive elements for customers online, including videos, games, quizzes and an order form.
