Marketing

Dunkin' aims to 'own' National Coffee Day

Image: Provided

September 22, 2020

Dunkin' has unofficially renamed the unofficial "holiday" of National Coffee Day on Sept. 29 as National Dunkin' Day. And of course, the brand is willingly plying customers with a cup in its attempts to win them over.

Next Tuesday, any purchase at Dunkin' will earn all customers a free medium hot or iced coffee at no charge, a news release said. Starting Sept. 24, customers may buy limited-run National Dunkin' Day merchandise online at ShopDunkin.com.

"For so many Americans, Dunkin' equals coffee, and coffee equals Dunkin'… there is simply no other coffee choice," Drayton Martin, vice president, brand stewardship said in the release. "We're declaring National Coffee Day as National Dunkin' Day to highlight how much our coffee means to people, and create an opportunity to raise a cup to everyone across the entire country who understands and appreciates how important that daily cup of Dunkin' can be to keep running."

Dunkin' has also created a special kit that Instagram and Twitter posters can win Thursday if they include in their posts an emoji representing how they feel before "their Dunkin'" They must also tag a friend using #NationalDunkinDaySweepstakes. A total of 100 randomly selected winners will get the kits that include Dunkin' ready-to-drink iced coffee, K-Cup pods, packaged coffee, Post cereals made with Dunkin' coffee, Dunkin' Extra Extra Creamer singles, tumblers, masks, stickers, temporary tattoos, tote bags and other surprises. The drawings run from 9 a.m. to 2 p.m. Eastern time that day.

Lastly, the brand is rolling out a limited quantity of National Dunkin' Day merchandise adorned with animated graphics designed by creative partner Jones Knowles Ritchie.