The multi-million dollar integrated campaign via Hill Holliday includes television, radio, out-of-home, online, social media, PR and in-restaurant. The effort celebrates customers’ dedication and passion for Dunkin’ Donuts coffee. The campaign features “everyday Joes” and delivers the question and answer: “What are you drinkin’?”, “I’m drinkin’ Dunkin’.”
Dunkin’ Donuts told RBR-TVBR it was unable to give more details on the media buy.
The goal is to reinforce and build on the brand’s coffee leadership in developed markets, establish itself in emerging markets and remind consumers that Dunkin’ is the place to go for a great cup of coffee. It’ll also include a spot that celebrates year-round iced coffee drinkers.
Dunkin’ hosted open casting calls in November to find real fans of the brand with real stories about their passion for brand.
“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,” said Chris D’Amico, Group Creative Director at Hill Holliday Boston. “This campaign celebrates real Dunkin’ Donuts consumers and their love affair with Dunkin’ coffee. It is also an invitation to try Dunkin’ Donuts coffee and join the tribe.”