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CANTON, Mass. -- Dunkin' Donuts yesterday unveiled a new $100-plus million integrated advertising campaign that offers a new rallying cry for 2009: "You Kin' Do It!"
Created by Boston-based agency Hill Holliday, Dunkin' Donuts' newest iteration of its popular "America Runs on Dunkin'" campaign offers encouragement and a spirit of fun during these challenging times. With "Kin' Do" literally being part of the Dunkin' Donuts name, the new campaign cheers on the everyday people who keep America running by reminding them they can take on any task: "you kin' make it through the workday, you kin' shovel out that driveway, you kin' pass that exam," the chain said.
The "You Kin' Do It" national campaign launched with three television spots airing during network prime time and national cable programming. Expected to run throughout 2009, the campaign also will include radio, print, online and outdoor advertising in addition to in-store point-of-purchase, special events, sports marketing and other online marketing initiatives, according to the Dunkin’ Donuts announcement.
Brand marketing officer Frances Allen said the "You Kin' Do It" campaign encapsulates the spirit of Dunkin' Donuts and the brand's understanding of what everyday folks need to keep themselves and the country running. "Prevailing over life's daily challenges deserves acknowledgement and appreciation, especially in difficult times. 'You Kin' Do It' shines the spotlight on the accomplishments of hard-working Americans, while reinforcing that Dunkin' Donuts will continue to fuel their busy day and provide a bit of happiness without blowing the lid off their budget," Allen stated.
The campaign will feature Dunkin' Donuts' core products of coffee, doughnuts and other baked goods, as well as the brand's new DDSMART menu of better-for-you foods and beverages. The chain has more than 7,900 restaurants in 30 countries worldwide.