Industry News | April 10, 2006
Dunkin' Donuts Launches New Advertising Campaign
The new campaign shows Americans embracing their work, their play, and everything in between -- accompanied every step of the way by Dunkin' Donuts.
The launch of "America Runs on Dunkin'" marks the most significant repositioning effort in the company's 55-year history and is the first to debut since Dunkin' Brands, the parent company of Dunkin' Donuts, was acquired last month by a consortium of private equity firms consisting of Bain Capital Partners LLC, The Carlyle Group and Thomas H. Lee Partners LP.
Created by Boston-based Hill, Holliday, the creative platform debuts the new tagline "America Runs on Dunkin'" and includes eight 30-second and eight 15-second television spots, nine radio spots, a multi-tiered print effort, in-store advertising, outdoor program and an online component. The ads will stress the company's primary mission to provide a full range of quality food and beverages that are affordably priced and served fast.
In conjunction with the campaign, Dunkin' Donuts has launched a special section of the company's website (www.dunkindonuts.com) called the "D Stop" that will feature fun, interactive elements for customers online, including videos, games, quizzes, and an order form that will make the daily Dunkin' Donuts run quicker and easier.
The "America Runs on Dunkin'" national marketing campaign breaks today on all major networks including ABC, CBS, NBC and on various cable stations, and in print in Boston, Hartford and other key markets. It will be fully supported via online and offline marketing campaigns, in addition to broadcast, print and online placements.
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