Industry News | June 26, 2008

Dunkin' Donuts Launches New Promotion

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Dunkin' Donuts today launched "Bases Loaded," a summer iced beverage promotion. The promotion is licensed by MLB.com, the Major League Baseball Players Association, and certain individual teams and players as well as 2K Sports. Beginning today, all Dunkin' Donuts cold beverages purchased, including Iced Coffee, Iced Tea, and Smoothies, will have a peel-away sticker on the cup revealing a one-time login code for participation in an instant-win game at www.dunkindonuts.com/basesloaded. Coupons for free items from Dunkin' Donuts' new Oven Toasted menu such as flatbread sandwiches and personal pizzas will also be given away.

At the Web site, www.dunkindonuts.com/basesloaded, customers can face either Jonathan Papelbon of the Boston Red Sox or Joba Chamberlain of the New York Yankees. With a hit off of one of these pitching stars, customers can win additional prizes such as games from 2K Sports, Sharp AQUOS high definition LCD TVs, Xbox360 video game systems, and tickets to local baseball games in participating markets. In addition to these prizes, everyone has a chance to download other great items in the Bases Loaded Locker Room, including virtual bobbleheads, video trading cards, player ring tones, and interactive games.

The Bases Loaded promotion will run through September 30, 2008. Papelbon and Chamberlain, along with pitchers Cole Hamels and Scott Kazmir, will help to promote Bases Loaded through advertising and numerous personal appearances throughout the summer. Coupons will be honored at all Dunkin' Donuts locations, and substitutions will be available at restaurants that do not carry the Oven Toasted menu.

According to Dunkin' Donuts Brand Marketing Officer Frances Allen, Bases Loaded brings together two summer favorites, baseball and refreshing Dunkin' Donuts beverages. "Baseball is America's pastime, and America runs on Dunkin'. We are thrilled to be working with these amazing baseball stars and are excited to reward our customers with coupons and prizes each and every time they cool off with our famous cold beverages. We look forward to our customers stepping up to the plate over and over again this summer," she says.

Iced coffee is the second most frequently sold coffee product after hot coffee. Dunkin' Donuts has been at the forefront in developing an innovative process for brewing iced coffee, which has set the standard for the industry. The unique process, called double brewing, uses twice the amount of coffee when making the beverage to achieve consistent flavor and freshness that are never compromised at the expense of serving it cold. The result is a smooth, rich taste sensation-iced coffee that is never bitter or watered down. Dunkin' Donuts sold more than 190 million servings of iced coffee in 2007.

Dunkin' Donuts' freshly brewed sweetened or unsweetened Iced Tea is available in three flavors including Original, Raspberry, and Peach. Every cup of Iced Tea provides a crisp, cold, and convenient beverage alternative for busy people on the go.

For millions of people, enjoying a cup of Dunkin' Donuts coffee is a daily ritual. Dunkin' Donuts has set the standard for offering a superior grade of coffee, and the company sells nearly 1.5 billion cups of coffee every year. In 2007, AOL.com readers cited Dunkin' Donuts as the "Best Overall" coffee. In 2008, for the second year in a row, Dunkin' Donuts ranked number one in customer loyalty in the coffee category by the Brand Keys Customer Loyalty Engagement Index. According to the survey, Dunkin' Donuts was the leading brand for consistently meeting or exceeding consumer expectations.