Industry News | May 2, 2011
Dunkin' and Red Sox Make a Home Run
Dunkin' Donuts has recruited an all-star Boston Red Sox lineup to launch a new "What Are You Drinkin'?" campaign that celebrates New Englanders' love of the Red Sox and Dunkin' Donuts Iced Coffee. This campaign marks the first time that four Red Sox players and a manager—David Ortiz, Dustin Pedroia, Carl Crawford, Adrian Gonzalez, and Terry Francona—will star in a series of Dunkin' Donuts television commercials and advertisements.
Launched in January, Dunkin' Donuts' "What Are You Drinkin'?" campaign celebrates its guests' dedication and passion for Dunkin' Donuts coffee. The new series of television commercials reinforces customers' unique connection to the brand by featuring Red Sox talent explaining how they drink their Dunkin' Donuts Iced Coffee. The campaign, created by Hill Holliday, features television, radio, and out-of-home advertisements and will run throughout the Red Sox season.
"Nothing says New England like combining Dunkin' Donuts with The Boston Red Sox. This campaign highlights how the team runs on Dunkin'—whether it's iced coffee with a turbo shot for Pedroia or an iced mocha coffee for Gonzalez—the customization and energy options we provide for our loyal guests is uniquely Dunkin'," says Michael Mahon, manager of field marketing for Dunkin' Donuts in Boston.
Through the partnership with Ortiz, Pedroia, Crawford, Gonzalez, and Francona, Dunkin' Donuts is also giving fans the opportunity to have lunch with these stars at Fenway Park on May 2. One hundred lucky Dunkin' Donuts customers won a pair of tickets to a special "What Are You Drinkin' Fenway?" lunch through radio and Twitter promotions. They will participate in a meet and greet with the players, hosted by WEEI's John Dennis. Dunkin' Donuts will also give fans a sneak peek at the new television Red Sox commercials during this event.
Dunkin' Donuts is giving away free Red Sox tickets every Wednesday throughout the summer to anyone "Caught Cold" drinking a Dunkin' Donuts Iced Coffee. Visit www.dunkindonuts.com/caughtcold for details.
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