Dunkin' Donuts is launching a new multimedia advertising campaign that the company says will represent its "most significant repositioning effort" in it 55-year history. At the core of the camping is
the idea that the chain sells as much coffee--if not more--as it does donuts. Boston-based ad agency Hill Holliday has created eight music-themed ads that show how the chain keeps Americans fueled and
on the go. They are meant to be "everyday anthems" that illustrate how people tackle everyday tasks with a little boost from Dunkin' Donuts' quality, affordably priced and quickly served products. A
month ago Dunkin Donuts was acquired by a consortium of private equity firms when liquor giant Pernod Ricard sold the company after acquiring Allied Domecq for its portfolio of spirits brands such as
Stolichnaya and Courvoisier. Last year it spent $144 million on media, an 80 percent increase over 2004, according to Nielsen Monitor-Plus.
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