Industry News | January 5, 2009

Dunkin' Spends $100 Million on New Ad Campaign

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Dunkin' Donuts today unveiled a new $100+ million integrated advertising campaign that offers a new rallying cry for 2009: "You Kin' Do It!".

Created by Boston-based Hill Holliday, Dunkin' Donuts' newest iteration of the popular "America Runs on Dunkin'" campaign offers encouragement and a spirit of fun during these challenging times.

The new campaign is intended to cheer on the everyday people by reminding them they can take on any task.

The "You Kin' Do It" national campaign breaks today with three television spots airing during network prime time and national cable programming.

Expected to run throughout 2009, the campaign will also include radio, print, online and outdoor advertising, in addition to in-store point-of-purchase, special events, sports marketing and other online marketing initiatives.

According to Dunkin' Donuts Brand Marketing Officer Frances Allen, the "You Kin' Do It" campaign encapsulates the spirit of Dunkin' Donuts and the brand's understanding of what everyday folks need to keep themselves and the country running.

"Prevailing over life's daily challenges deserves acknowledgement and appreciation, especially in difficult times. 'You Kin' Do It' shines the spotlight on the accomplishments of hard-working Americans, while reinforcing that Dunkin' Donuts will continue to fuel their busy day and provide a bit of happiness without blowing the lid off their budget," she said.

The "You Kin' Do It" campaign will feature Dunkin' Donuts' core products of coffee and donuts and other baked goods, as well as the brand's new DDSMART menu of better-for-you foods and beverages.