CANTON, Mass. -- Dunkin’ Donuts wants to know "What are you drinking?" That question is the centerpiece of the chain’s new multimillion-dollar advertising campaign that kicked off Jan. 3.
The campaign is a nod to people’s loyalty to Dunkin’ Donuts and is centered around the exchange, "What are you drinking? I’m drinkin’ Dunkin’." The goal is to reinforce and build its coffee leadership in developed markets and establish itself in emerging markets, according to the company. The new advertising spreads across traditional media, such as television and radio, as well as online, social media, public relations and in-restaurant activities.
"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.
To further highlight everyday people, Dunkin’ Donuts held open casting calls in November to find fans of the brand with real stories about their love for Dunkin’ Donuts.
"We had more than 1,000 Dunkin’ Donuts fans show up at the casting call; many were cast in the current commercials, including two firemen from Georgia," explained Chris D’Amico, group creative director at Boston-based Hill Holiday, which created the campaign. "This campaign celebrates real Dunkin’ Donuts consumers and their love affair with Dunkin’ coffee. It is also an invitation to try Dunkin’ Donuts and join the tribe."