CANTON, Mass. - At the start of 2011, Dunkinï¿½ï¿½ Donuts has commenced a massive advertising campaign to promote its coffee, Marketing Daily reports. The multimillion dollar marketing plan will "reinforce and build on [its] coffee leadership" in U.S. locations, as well as "establish credentials [in] emerging" American markets, reads a statement from Dunkinï¿½ï¿½ Donuts.
The campaign features real Dunkinï¿½ï¿½ fans picked via open casting calls in November. The chain seeks to "remind customers in all markets that Dunkin' is the place to go for a great cup of coffee," the company said.
"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, Dunkinï¿½ï¿½ Brandsï¿½ï¿½ chief global customer and marketing officer.
With a new tagline ï¿½" "Iï¿½ï¿½m Drinkinï¿½ï¿½ Dunkinï¿½ï¿½ "ï¿½" the marketing plan also incorporates the "America Runs on Dunkinï¿½ï¿½" slogan from previous campaigns. Spots will appear on TV, radio and online, as well as promotions on social media and in-store.
Around 4.1 million cups of coffee are served daily at Dunkinï¿½ï¿½ Donuts locations, and the chain has nabbed the top spot in terms of hot and iced coffee volume among other quick-service restaurants.