News

Dunkin' Donuts new sponsorship taps into Latin fan base

November 8, 2011

Dunkin' Donuts has announced a new sponsorship with Universal Music Latin Entertainment (UMLE) to be the exclusive coffee provider of Noche de Estrellas' invite-only after party celebration at the Tropicana Hotel and Casino in Las Vegas Nov. 10.

Artists and top personalities from the music, television and entertainment industries are expected to attend the festivities, where tastings of Dunkin' Donuts' Original Blend Coffee will be available throughout the night.

For those who can't attend Latin music's big night, Dunkin' Donuts has launched a free, customized music shop on the Dunkin' Donuts Facebook page, with a complimentary download from among 10 pre-selected tracks from this year's nominees.

The Facebook application will be available to fans through Nov. 17 and will feature exclusive photos and videos from Noche de Estrellas.

Additionally, Universal Music Latin Entertainment will incorporate the Dunkin' Donuts brand in pre-event promotions including advertisements on social media sites, on the UMLE website and in newsletters.

"We are proud to announce our sponsorship of Universal Music Latin Entertainment's exclusive event to celebrate the greatest night in Latin music and connect with new consumers who are passionate about Latin entertainment music," said John Costello, chief global marketing and innovation officer at Dunkin' Brands. "We are looking to identify more opportunities to deepen our relationship and build brand loyalty with our guests in multicultural communities."

In recent years, Dunkin' Donuts has introduced both limited-time offerings and permanent menu items featuring flavors inspired by the Latin culture in select markets. Those items include as the Cuban Flatbread Sandwich and Cafe Con Leche in South Florida, Huevos Rancheros Wake-Up Wrap in Phoenix and Latin-inspired donuts in New York.

Read more about marketing, branding and promotional efforts.