Dunkin’ Donuts and agency Hill Holliday have launched a new national ad campaign, dubbed “#KeepOn.”
The initial TV spot (below) features inspirational scenes of people creating art, engaging in active sports, and enjoying time with family and friends -- accompanied by an equally upbeat, inspirational music anthem.
Screen titles announce that every day is a new opportunity to “do something amazing” and keep on “dreaming, working, winning, losing, playing, learning, loving” and “being you.”
The ad ends with a screen title showing the “America Runs on Dunkin’” brand motto.
That’s because the new campaign is intended to expand on, rather than replace, that decade-old brand theme, also created by Hill Holliday, Linda SanGiacomo, senior director, advertising and customer experience at Dunkin, tells Marketing Daily.
Whereas “America Runs” emphasizes how Dunkin’ coffee and products nourish and energize the Americans who keep the country going every day, #KeepOn “recognizes the positive energy and spirit of innovation and enthusiasm that fuels that drive to achieve, create and do,” SanGiacomo says.
“We feel that the #KeepOn message and campaign showcases this spirit and emotion in an extremely effective, heartfelt and conversational way,” she adds.
The first ad, in 15- and 30-second versions, will begin airing tomorrow. A second television ad will tie into NBC’s coverage of the Summer Olympics.
In the coming months, the hashtag and messaging will also be featured in radio, out-of-home and mobile ads. The hashtag will also be added to in-restaurant promotional materials, digital menu boards, and coffee cups.