Dunkin' Launches Multi-Platform Hispanic Campaign

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Dunkin’ Donuts’ new, all-Spanish-language Hispanic campaign marks the first use of its long-time tagline in Spanish: “América se Mueve con Dunkin’ (America Moves With Dunkin’).”

The theme of the campaign -- Qué estás tomando? (What are you drinkin’?) -- parallels that of Dunkin’s multimillion-dollar general-market campaign, launched early last year.

In the general-market ads, “average Joes” are shown answering the question with: “I’m drinkin’ Dunkin.’” 

The Hispanic campaign, from Accentmarketing, Dunkin’s Hispanic agency of record, uses a documentary style, featuring Hispanic Dunkin’ coffee drinkers in their communities, where they were “discovered” and recruited to do the ads.

The coffee fans offer testimonials such as “Me pone de buen humor (It gets me in a good mood)” and “Se siente el sabor rico del café (You can taste the coffee’s delicious flavor).” These are followed by messaging reinforcement of the América se Mueve con Dunkin’ tagline.

The campaign’s creative employs insights about the brand’s Hispanic customers to authentically portray “the ways in which they move with Dunkin,’” said Luis Puerta, Accentmarketing’s VP group creative director.

The integrated campaign includes Hispanic television, radio, the brand’s site (there is a version with key elements in Spanish), social media, public relations and in-store promotions.  

The campaign “reflects the importance and the loyalty of our Hispanic consumers” and Dunkin’s’ focus on finding ways to deepen its relationship and brand loyalty among customers in multicultural communities, said John Costello, chief global marketing and innovation officer at Dunkin’ Brands. 

In recent years, in select markets, Dunkin’ has introduced limited-time and permanent menu items inspired by Latin culture, such as a Cuban Flatbread Sandwich and Café con Leche, Huevos Rancheros Wake-Up Wrap sandwiches and Latin-inspired donuts. 

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1 comment on "Dunkin' Launches Multi-Platform Hispanic Campaign ".

1. William Alvarez from Conversion Action LLC
   

   commented on: March 30, 2012 at 6:09 p.m.
   I second Monica here on her POV on the matter. A mere translation of the general market campaign won't do for the US Hispanic segment. Karlene the editor didn't even do her homework to even figure that the original tagline for this campaign is "America Runs on Dunkin'" (for many years now). C'mon, don't you ever stumble upon a DD store on your way to work or going back home? Dunkin' Donuts must look for an agency that understands Hispanics and their culture in order to fit the bill. As a hispanic myself, and a marketer, I find it offensive when I'm targeted with the wrong messaging or a translation that deviates from the original concept, plus I avoid the product or service onward. MediaPost columns are full of fluff.

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