CANTON, Mass. -- Dunkin' Donuts has launched a new multi-million dollar integrated advertising and marketing campaign that celebrates its customers' "dedication and passion" for Dunkin' Donuts coffee. The campaign features "everyday Joes" and is anchored by the question and answer: "What are you drinkin'?" "I'm drinkin' Dunkin'."
The campaign will be integrated across TV, radio, out-of-home and online advertising, as well as social media, public relations and in-restaurant activities to ensure all consumers are engaged on as many touch points as possible.
Dunkin' [image-nocss] Donuts serves the most hot traditional and iced coffee in America, it said, citing The NPD Group/CREST, despite having fewer distribution points than other brands. The goal of the campaign is to reinforce and build on Dunkin' Donuts' coffee leadership in developed markets, establish credentials in emerging markets and remind consumers in all markets that "Dunkin' is the place to go for a great cup of coffee."
"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 open casting calls in November 2010, to find fans of the brand with real stories about their love of the brand. "We had more than 1,000 Dunkin' Donuts fans show up at the casting call, many were cast in the current commercials, including two firemen from Georgia," said Chris D'Amico, group creative director at Boston-based Hill Holliday, which created the campaign. "This campaign celebrates real Dunkin' Donuts consumers and their love affair with Dunkin' coffee. It is also an invitation to try Dunkin' Donuts coffee and join the tribe."
Dunkin' Donuts' new coffee campaign will also include a spot that celebrates year-round iced coffee drinkers.
The chain's coffee heritage goes back 60 years, it said. The coffee is freshly ground, freshly brewed and freshly poured; approximately 4.1 million cups of coffee are served per day. Dunkin' Donuts said that it has also been at the forefront in developing a process for brewing iced coffee called double brewing, which uses twice the amount of coffee when making the beverage to achieve consistent flavor and freshness.
Dunkin' Donuts is a leader in the regular/decaf coffee, iced coffee, hot flavored coffee, donut, bagel and muffin categories, and claims to be the largest coffee and baked goods chain in the world. The company has more than 9,000 restaurants in 31 countries worldwide. In 2009, Dunkin' Donuts' global system-wide sales totaled $5.7 billion. Based in Canton, Mass., Dunkin' Donuts is a subsidiary of Dunkin' Brands Inc.
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