‘Everyday Joes’ Star in Dunkin’ Donuts’ Campaign
Dunkin’ Donuts is turning to the man (and woman) on the
street to help it gain an advantage in the competition
for hot and cold coffee drinkers. The chain announced a
multimillion dollar ad campaign featuring actual customers.
"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,
said in a statement.
The communications turn on a simple question and answer
between consumers. "What
are you drinkin’?", "I’m drinkin’ Dunkin’."
Dan Saia, vice
president of consumer engagement at Dunkin’ Donuts, told The
Boston Globe that one of the goals of the new campaign is to gain share
in the iced coffee category. The chain rolled out Iced Dunkin’ Dark Roast
"Iced coffee is an emerging trend around the country,’ Mr.
Saia told the Globe. "So, you’ll see our spokespeople drinking
hot and iced coffee, because it’s now a year-round beverage.’
campaign will utilize television, radio, online, out-of-home, social media
and in-store to reach consumers.
Separately, Dunkin’ Donuts announced a joint
promotion with the American Red Cross in seven states: Connecticut, Maine,
Massachusetts, New Hampshire, New York, Rhode Island and Vermont. "Give
a Pint, Get a Pound" gives
consumers who donate blood a coupon good for a free pound of coffee at Dunkin’
Discussion Questions: Are real customers more effective than actors in ad
messages for businesses such as Dunkin’ Donuts? Which of the various communication
methods (television, radio, online, out-of-home, social media and in-store) do
you think will be most/least effective for Dunkin’ Donuts in the new campaign?
- Dunkin’ Donuts Launches New Advertising Campaign to Celebrate the Passion
of Real Fans – Dunkin’ Donuts
- Dunkin’ turns to everyday Joes – The Boston Globe
- Dunkin Donuts Offers Free Coffee to Blood Donors: What’s the Catch? – CBS