Dunkin’ Donuts shines spotlight on fans, coffee

Jan. 3, 2011

Dunkin’ Donuts has launched a new advertising campaign focusing on its fans and revolving around the “I’m Drinkin’ Dunkin’” theme.

The multi-million dollar integrated advertising and marketing effort will blanket television, radio, out-of-home and online advertising, social media, public relations and in-restaurant activities.

The effort features “everyday Joes” enjoying Dunkin’ Donuts traditional and iced coffees. The campaign’s objective is to reinforce and build on the brand’s coffee leadership in developed markets and establish credibility in emerging markets.

“The love that our customers have for Dunkin’ Donuts is truly unique, and this campaign ties into that passion in a very personal way,” said John Costello, chief global customer and marketing officer at Dunkin' Brands.  

Dunkin’ Donuts hosted casting calls in November, which yielded more than 1,000 fans.

The amplified focus on Dunkin’ Donuts’ coffee comes in the middle of a quick-service coffee war that has many chains jockeying for prime position, including McDonald’s McCafe line and Burger King and Subway’s offerings of Starbucks-owned Seattle’s Best. 

Topics: Business Strategy and Profitability , Coffee/Bakery/Donut , Customer Service / Experience , Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social

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