Dunkin' Donuts Keeps Busy

Launches new advertising campaign, America Runs on Dunkin'

Published in CSP Daily News

CANTON, Mass. -- Dunkin' Donuts recently unveiled a multimillion-dollar advertising campaign that focuses on how the brand keeps busy Americans fueled and on the go.

It marks the most significant repositioning effort in the company's 55-year history and is the first to debut since Dunkin' Brands, the parent company of Dunkin' Donuts, was acquired recently by a consortium of private equity firms consisting of Bain Capital Partners LLC, The Carlyle Group and Thomas H. Lee Partners LP.

Created by Boston-based Hill, Holliday, the [image-nocss] creative platform debuts the new tagline America Runs on Dunkin' and includes eight 30-second and eight 15-second TV spots, nine radio spots, a multi-tiered print effort, in-store advertising, outdoor program and an online component. The ads will stress the company's primary mission to provide a variety of food and beverages that are affordably priced and served fast.

Visually, the ad campaign comes to life through a set of interactive icons that represent the tagline. The icons help to drive the concept that Dunkin' Donuts' coffee and baked goods energize Americans from all walks of life so they can keep the country running on their dedicated hard work and positive outlooks. The campaign pays homage to those who embody the authentic spirit on which America was founded, as everyday people are shown bringing their honesty, enterprising creativity and good humor to their work, families and communities.

According to John Gilbert, Dunkin' Donuts vice president of marketing, the new campaign marks a pivotal point for the brand as the company plans an aggressive growth strategy aimed at tripling in size over the next 10 years by entering new markets across the country and expanding the menu offering beyond breakfast.

In conjunction with the campaign, Dunkin' Donuts has launched a special section of the company's website called the D Stop that will feature interactive elements including videos, games, quizzes and an order form that will make the daily Dunkin' Donuts run quicker and easier.

The America Runs on Dunkin' national marketing campaign is running on all major networks including ABC, CBS, NBC and on various cable stations, and in print in Boston, Hartford and other key markets. It will be fully supported via online and offline marketing campaigns, in addition to broadcast, print and online placements.