Dunkin' Donuts launched a new multimillion-dollar integrated advertising and marketing campaign that celebrates its guests’ dedication and passion for Dunkin’ Donuts coffee. The campaign features “everyday Joes” and is anchored by a simple question—“What are you drinkin’?”—and answer—“I’m drinkin’ Dunkin’.” The campaign will be integrated across television, radio, out-of-home, and online advertising, as well as social media, public relations, and in-restaurant activities to ensure all consumers are engaged on as many touch points as possible.
According to The NPD Group / CREST, Dunkin’ Donuts serves the most hot traditional and iced coffee in Americadespite having fewer distribution points than other brands. The goal of the campaign is to reinforce and build on Dunkin’ Donuts’ coffee leadership in developed markets, establish credentials in emerging markets, and remind consumers in all markets that Dunkin’ is the place to go for a great cup of coffee.
“The love that our customers have for Dunkin’ Donuts is truly unique, and this campaign ties into that passion in a very personal way,” says John Costello, chief global customer and marketing officer at Dunkin' Brands.
Dunkin’ Donuts hosted open casting calls in November 2010 to find fans of the brand with real stories about their love of the brand. “We had more than 1,000 Dunkin' Donuts fans show up at the casting call, many were cast in the current commercials, including two firemen from Georgia,” says Chris D’Amico, group creative director at Boston- based Hill Holliday, which created the campaign. “This campaign celebrates real Dunkin’ Donuts consumers and their love affair with Dunkin’ coffee. It is also an invitation to try Dunkin’ Donuts coffee and join the tribe.”
Dunkin’ Donuts’ new coffee campaign will also include a spot that celebrates year-round iced coffee drinkers.