Beverage Industry

Dunkin' Donuts coffee campaign celebrates fans' passion

January 4, 2011

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.