Dunkin' Donuts is turning to the man (and woman) on the street to help it gain an advantage in the competition for hot and cold coffee drinkers. The chain announced a multimillion dollar ad campaign featuring actual customers.
"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, said in a statement.
The communications turn on a simple question and answer between consumers. "What are you drinkin'?", "I'm drinkin' Dunkin'."
Dan Saia, vice president of consumer engagement at Dunkin' Donuts, told The Boston Globe that one of the goals of the new campaign is to gain share in the iced coffee category. The chain rolled out Iced Dunkin' Dark Roast last year.
"Iced coffee is an emerging trend around the country,' Mr. Saia told the Globe. "So, you'll see our spokespeople drinking hot and iced coffee, because it's now a year-round beverage.'
The integrated campaign will utilize television, radio, online, out-of-home, social media and in-store to reach consumers.
Separately, Dunkin' Donuts announced a joint promotion with the American Red Cross in seven states: Connecticut, Maine, Massachusetts, New Hampshire, New York, Rhode Island and Vermont. "Give a Pint, Get a Pound" gives consumers who donate blood a coupon good for a free pound of coffee at Dunkin' Donuts.
Discussion Questions: Are real customers more effective than actors in ad messages for businesses such as Dunkin' Donuts? Which of the various communication methods (television, radio, online, out-of-home, social media and in-store) do you think will be most/least effective for Dunkin' Donuts in the new campaign?