Brand Profile – Dunkin’ Donuts

January 5, 2009 at 8:02 pm | Posted in Uncategorized | Leave a comment
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The yummy brand with the retro colors has IMC practices that are anything but retro. While maintaining its commitment to the comfort snack base of its business, Dunkin’ Donuts has added some “better-for-you” options to its menu, in keeping with current health interests.

Egg White Veggie Flatbread Sandwich

Egg White Veggie Flatbread Sandwich

At the same time, Dunkin’ has updated its mar-com strategies to incorporate emerging media such as Twitter and YouTube. Brand Marketing Officer Frances Allen will be speaking at the 2009 Annual Integrated Marketing Conference on how Dunkin’ Donuts took on Starbucks in the coffee wars of 2008. The company’s new “You Kin’ Do It!” campaign for 2009 will incorporate just about every possible medium from network television to outdoor to special events to online and beyond, according to Allen. All communications will play on the “Kin’ Do” phrase as part of the Dunkin’ Donuts name and will emphasize the positive message that “encapsulates the spirit of Dunkin’ Donuts and the brand’s understanding of what everyday folks need to keep themselves and the country running.” If executed well, this message could find a great reception among America’s battered work force, reminding those who feel unappreciated by their employers to reward themselves with coffee and a baked goodie from the local Dunkin’ Donuts.

On the other hand, the hick factor of “kin'” in “Kin’ Do” may prove to be a turnoff among the target audience. As a concept, the line is clever but risky. The company is investing over $100 million in the campaign, but I say execution will determine its success or failure. Make your predictions here! Check out this ad and comment here. What do you think will happen?¬†

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