Dunkin' Donuts Launches New Advertising Campaign

Dunkin' Donuts has unveiled a new, multi-million dollar advertising campaign that revolutionizes the brand's position by focusing on how Dunkin' Donuts keeps busy Americans fueled and on the go. The new campaign is claimed to be a fun and often quirky celebration of life, showing Americans embracing their work, their play and everything in between - accompanied every step of the way by Dunkin' Donuts.

The launch of "America Runs on Dunkin'" 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 last month 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 creative platform debuts the new tagline "America Runs on Dunkin'" and includes eight 30-second and eight 15-second television 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 full range of quality 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 campaign tagline - "America Runs on Dunkin'." The icons help to drive the concept that Dunkin' Donuts' freshly-made 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 ten years by entering new markets across the country and expanding the menu offering beyond breakfast.

"The new Dunkin' Donuts brand essence is about invigorating the hard-working people that keep America running day-to-day," said Gilbert. "Dunkin' Donuts as a brand appeals to a broad spectrum of customers demographically and is associated with high-quality products for a good value, a strong work ethic, and a grounded sense of our own identity. Because these are concepts that are also central to the American value system, we believe our customers will strongly identify with this campaign."