Canton, Mass. (November 7, 2005) - Dunkin' Donuts announced today the brand's first ad campaign based on true customer stories to reveal the great lengths people go to for Dunkin' Donuts coffee. The advertising will air in New England and upstate New York beginning Monday, November 7.
"We know that our customers are particularly passionate about Dunkin' Donuts, and having their morning cup of coffee has become an important part of their daily ritual that they are unwilling to settle for anything less" said John Gilbert, Dunkin' Donuts vice president of marketing. "Over the years, we've heard amazing stories about the great lengths our customers will go to get our products -- and so we thought what better way to communicate our customer's passion for the brand than with these stories based on their own experiences."
The first in a series of television ads created by Boston-based Hill, Holliday, Connors, Cosmopulos include a 30-second television spot based on a true story provided by a loyal Dunkin' Donuts customer from Brockton, Massachusetts. Radio, print, outdoor executions and a promotional element round out the advertising campaign.
The new 30-second ad, "Traffic", opens with a woman coming out of a Dunkin' Donuts restaurant in the morning with a tray of four coffees. We see her walk to the parking lot and assume she's going to her car, only she keeps walking past it, crosses the street, and keeps walking for what appears to be a few miles. The spot cuts to a guardrail on the side of completely grid-locked highway at rush-hour, and then the woman emerges from the brush behind the guardrail with coffee still in hand. We see her climb over the guardrail, and start making her way across three lanes of stopped cars on the highway. She finally spies one particular car, gets into the back, and hands out the other three coffees to her relieved co-workers. The voiceover reads, "Why do people go to these kind of great lengths for our coffee? Because we do."
As part of the campaign, the company will launch a contest asking customers to share their personal stories of the "Great Lengths" they go (or have gone) through for a cup of Dunkin' Donuts coffee. To enter, visit DunkinDonuts.com and submit an essay of no more than 250 words detailing the story. Two grand prizewinners will be awarded Dunkin' Donuts coffee for life and a chance to have their story used in an upcoming Dunkin' Donuts commercial. There is no purchase necessary to enter. The contest is open to legal residents of Connecticut, New Hampshire, Massachusetts, Maine, Rhode Island, Vermont and New York age 18 or older as of November 7, 2005. The promotion starts November 7 and ends November 28. Void where prohibited. Restrictions apply, see DunkinDonuts.com for details.
For more than 55 years, Dunkin' Donuts has been a leader in the New England market and is now the number one retailer of coffee-by-the-cup in America, selling 2.7 million cups a day, or nearly one billion cups a year.
About Dunkin' Donuts -- Founded in 1950, today Dunkin' Donuts is the number one retailer of coffee-by-the-cup in America, selling 2.7 million cups a day, nearly one billion cups a year. Dunkin' Donuts is also the largest coffee and baked goods chain in the world and sells more donuts, coffee, and bagels than any other quick service restaurant in America. Dunkin' Donuts has more than 6,100 shops in 30 countries worldwide. Based in Canton, Massachusetts, Dunkin' Donuts is a subsidiary of Dunkin' Brands, Inc. For more information, visit www.dunkindonuts.com.
About Hill, Holliday -- Hill, Holliday, owned by the Interpublic Group of Companies Inc. (NYSE:IPG) and headquartered in Boston with offices in New York, San Francisco, Miami and Greenville, S.C., is one of the top communications agencies in the nation. Hill, Holliday has won every major award for advertising excellence and effectiveness and has among its roster of clients leading national and regional brands. Hill, Holliday can be found on the Web at www.hhcc.com.