The longtime tagline for Dunkin' Donuts — "America Runs on Dunkin' — has been translated for the Hispanic market with the help of Accentmarketing, Dunkin's Hispanic agency of record.
According to MediaPost.com, "América se Mueve con Dunkin" includes the theme "Qué estás tomando?" (What are you drinkin'?) to keep the brand's overall message consistent. What are you drinkin'? was launched by Massachusetts-based Dunkin' Donuts last year.
The integrated campaign includes Hispanic television, radio, a version of the brand's website, social media, public relations and in-store promotions.
According to John Costello, chief global marketing and innovation officer at parent company Dunkin' Brands, the campaign reflects the importance and loyalty of the chain's Hispanic consumers and helps Dunkin' focus on deepening its relationship with multicultural communities.
Experts have predicted that Hispanic marketing integration will soon be a necessity in the restaurant industry. A 2009 analysis by the Latinum Network found that while the American economy floundered, the spending growth by U.S. Hispanics was twice the growth of general market spending.
Considering that by 2015 one-third of the nation's population 19 years old and younger is expected to be Latino, this trend only appears to be accelerating.
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