Dunkin' Donuts will insert the new tagline into an ongoing $68 million ad campaign, created by Hill, Holliday, Connors, Cosmopulos Inc. Additionally, several new TV spots will be released, including a New England regional spot featuring Tom Brady, starting quarterback for the New England Patriots and the 2002 Super Bowl MVP, in his first product endorsement spot.
The change in tagline echoes the changing times post-September 11th says Dunkin Donuts officials. Prior to that date, the company embarked on a significant advertising and marketing campaign built around "Loosen Up A Little," a phrase which aptly described the moment of escape that consumers find when enjoying Dunkin' Donuts products everyday. Following the events of last year, Dunkin' Donuts quickly determined that the tagline no longer fit with the mood and shifting priorities of the country. The "Loosen Up a Little" tagline took two years of development and it was only in use for one year before it was removed from Dunkin' Donuts' advertising and marketing initiatives.
"We have been searching for a new phrase since pulling the "Loosen Up A Little" tagline last fall," said Ken Kimmel, Vice President, Dunkin' Donuts Concepts. "With 'Just the Thing,' we believe we've found a tagline that reflects the consumer's experience at Dunkin' Donuts, and also complements our business objectives to promote the many products available at Dunkin' Donuts."
The new tagline is yet another example of the overall evolution and strength of the Dunkin' Donuts brand. The company exceeded $2.7 billion in sales in fiscal year 2001 and shows 7 percent sales growth this year, a rate significantly higher than the 3 percent quick-serve industry average. Dunkin' Donuts continues to grow its business through expansion of existing product lines and new product introductions such as the Steak, Egg and Cheese breakfast sandwich due out this September.
Marty Donohue, Executive Vice President, Chief Creative Director, and Tim Foley, Executive Vice President, Group Creative Director at Hill, Holliday are the creative forces behind the new tagline.
"After running through hundreds and hundreds of possible taglines, 'Just The Thing' just felt right," said Donohue. "It captures the simple emotional connection that people have with Dunkin' Donuts products, whether it's a cup of coffee, a delicious donut or a hearty breakfast sandwich."