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Dunkin' Donuts Unfurls New Coffee Campaign

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Coffee is Dunkin' Donuts' lifeblood, and it's clearly not taking the growing competition from other QSRs -- in the form of upgraded coffee offerings and expanded breakfast menus -- lying down.

Dunkin' has launched a multimillion-dollar, integrated national advertising campaign designed, in the chain's words, to "reinforce and build on [its] coffee leadership" in developed U.S. markets, "establish credentials" in "emerging" domestic markets and "remind customers in all markets that Dunkin' is the place to go for a great cup of coffee."

Premised on the question and answer "What Are You Drinkin'? I'm Drinkin' Dunkin'," the campaign features "everyday Joes" -- that is, real Dunkin' fans -- who were chosen through open casting calls during November 2010. While hot coffee is the main thrust, one spot will focus on iced coffee.

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"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.

In addition, the campaign serves as an invitation to other consumers to "join the tribe," said Chris D'Amico, group creative director for Hill Holliday, Dunkin's agency of record and creators of both the new campaign and the "America Runs on Dunkin'" campaign that has been running since 2006.

While the "I'm Drinkin' Dunkin'" tagline is now dominant -- one 30-second TV spot shows consumers ranging from construction workers to office workers to a traffic cop making that declaration as they lift their branded coffee cups toward the camera -- the "America Runs on Dunkin'" theme is also incorporated in the messaging.

The campaign spans television, radio, out-of-home and online advertising, social media, public relations and in-restaurant promotions.

In addition to referencing "emerging" U.S. markets, Dunkin's announcement stressed that NPD Group/CREST shows the chain being the number-one server of hot and iced coffee among QSRs, in volume terms, for the year ending October 2010, "despite having fewer distribution points than other brands." Dunkin' serves approximately 4.1 million cups of coffee daily, according to the company.

The context, of course, is the increasingly intense competition for Americans' coffee and breakfast dollars.

While McDonald's' entry into specialty coffees with its 2009 McCafe launch was viewed mainly as taking on Starbucks, this, combined with McDonald's competitive pricing on premium roast hot and iced coffees and its expanding breakfast menu (as in new oatmeal offering), are no small challenges for Dunkin'.

Furthermore, even as Starbucks has fought back against McDonald's with marketing emphasizing quality and some pricing adjustments, its moves to license Seattle's Best to both Burger King and Subway -- the former with an improved breakfast menu and the latter making a major entry into the breakfast daypart -- have intensified the battle for share of consumers who want quality but value-priced coffee.

2 comments about "Dunkin' Donuts Unfurls New Coffee Campaign ".
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  1. John Kingsley from BMN, Inc, January 4, 2011 at 1:12 p.m.

    The only problem they may face is that the price of their coffee keeps going up while their competition keeps going down. McDonald's special blend for New England has been a great success and the price point is beating the pants of Dunkin'.

  2. Robert Rosenthal from Rosenthal Heavy Industries, January 4, 2011 at 4:58 p.m.

    http://www.thedailybeast.com/blogs-and-stories/2010-12-16/coffee-not-cannabis-is-americas-drug-problem/

    Just sayin'....

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