Beverage News

Dunkin' Donuts coffee campaign celebrates fans' passion

Dunkin’ Donuts, Canton, Mass., launched a new multi-million dollar integrated advertising and marketing campaign that celebrates its consumers’ dedication and passion for its coffee.

The campaign features “everyday Joes” and is anchored by a question and answer: “What are you drinkin’?,” “I’m drinkin’ Dunkin’.” The campaign will be integrated across TV, radio, out-of-home and online advertising, as well as social media, public relations and in-restaurant activities, the company says.

“The love that our customers have for Dunkin’ Donuts is truly unique, and this campaign ties into that passion in a very personal way,” said John Costello, chief global customer and marketing officer at Dunkin’ Brands, in a statement.

The company hosted opening casting call in November 2010, to find fans of the brand with real stories about their love of the brand. 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’ Donuts is the place to go for a great cup of coffee, it says. The new coffee campaign also will include a spot that celebrates year-round iced coffee drinkers.

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How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

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