Dunkin’ Donuts: An International Brand For “Everyday Joes”

Posted: January 4, 2011 in Brand management

Surely, all of us remember famous children’s tale “Hansel and Gratel”, which is a tale of two siblings deceived by a witch living in a house made from breads, cakes and colorful candies. Whenever I pass by a Dunkin’ Donuts shop, I am seduced by the smell of coffee and colorful donuts in all shapes and sizes as Hansel and Gratel were seduced by the house made from breads, cakes and colorful candies. I begin to toddle by hovering between buying and not buying. I am not the only one seduced by Dunkin’ Donuts because the company has more than 9,000 restaurants in 31 countries.

On Monday Dunkin’ Donuts launched a new multimillion-dollar national marketing campaign for its coffee business as competition for consumers of the beverage heats up. This campaign features everyday Joes drinking its iced and hot coffee drinks. Not only it helps build the reputation of the company, based in Canton, Mass. but also it appeals to the average consumer.

“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.

The new advertisement of Dunkin’ Donuts can be found:  http://bcove.me/o9dpwjpt

The new campaign including print, TV and digital ads is designed to let real customers tell the Dunkin’ Donuts story. It can be regarded as the chain’s latest effort to fight against its strong rivals such as Starbucks and McDonald’s. Everyday people in the ads were picked as part of a nationwide casting call in November, which drew 1,000 people.

Among the ads’ pitchmen there are two firefighters from Georgia. When they are asked “What are you drinkin’?’’, they respond “I’m drinkin’ Dunkin’.’’

The new campaign also highlights Dunkin’s iced coffee, with one spot dedicated to that segment of the business. Last year, Iced Dunkin’ Dark Roast was rolled out to undercut Starbucks and McDonald’s, which both have iced coffee drinks.

Dan Saia, vice president of consumer engagement at Dunkin’ Donuts said “Iced coffee is an emerging trend around the country”, adding that “So, you’ll see our spokespeople drinking hot and iced coffee, because it’s now a year-round beverage.’’

It’s the most obvious conclusion that competition for coffee drinkers will intensify as consumers step away from higher-priced options towards lower-priced options. Let’s take coffee and watch it closely.

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