Cher. Madonna. Prince. Charo. The club of one-name celebs has a new member. Just call him Dunkin.
Tag: Dunkin' Donuts
Starbucks earned the “Best Gift to American Workers” award this holiday season. And we’re not talking caffeine or gift cards. While corporate America grinched out, laying off staff, refusing to tackle the ballooning unemployment rate and hoarding cash like Ebenezer Scrooge, Starbucks was there: a 21st century Statue of Liberty, opening its arms to the tired, huddled and suddenly office-less masses and their laptops. Day after day it was hard to find a seat in many Starbucks cafes, co-opted as they were by new, uncertain entrepreneurs trying to get a gig off the ground or scanning the Help Wanted listings.
Airports have traditionally been a prime target for advertisers (captive audience: check), but recent marketing efforts are turning airport real estate into a venue for a variety of more interactive customer experiences.
In January 2010, nearly 75 million people visited Twitter according to comScore. While that number seems remarkable, it represents only a fraction of what’s realistically attainable. I believe that Twitter’s growth, to date, is hindered not by its ambition nor potential, but by the company’s ongoing focus on competing priorities rather than showcasing how users can effectively communicate and excel on this unique platform. But that’s all about to change… Every day, millions of potential people are introduced to Twitter through traditional media, online dialogue in other social networks, as well as the content and marketing campaigns of local, national, and global businesses and media properties.
With nearly 9,000 stores worldwide, more than 6,000 of them in the United States alone, serving 2.5 million donuts and 2 million cups of coffee to more than 3 million customers per day, Dunkin’ Donuts is undeniably one of the most prominent guilty pleasures in the world. I favor Starbucks coffee and de-favor eating donuts altogether (despite their awesome deliciousness) so I’m in a minority that doesn’t frequent Dunkin’ Donuts — a minority that has become even smaller since 2002, when a steaming cup of coffee was added to the Dunkin’ Donuts logo to muscle back into consumers’ consciousness that coffee wasn’t just available from Starbucks or McDonald’s. And, apparently, that change paid off as Dunkin’ Donuts is celebrating its 60th anniversary (it was founded in 1950) with a new identity that not only removes the coffee cup but also reaches back to its vintage roots for inspiration.
Dunkin’ Donuts hopes to convince energy drink consumers to get their daily jolts of caffeine from its iced java. A new ad campaign suggests energy drink fans should “kick the can” and drink freshly brewed Dunkin’ iced coffee instead of “mass-produced” energy drinks. The TV commercial depicts two young men watching a hoop game at a gym, one with a Dunkin’ iced coffee and the other with an energy drink in a thin can resembling that of market leader Red Bull. The iced coffee drinker lifts up his cup and says, “This was made just for me.”
To successfully promote a business through social media means walking the finest of fine lines. To market without intruding, to advertise without offending; these things are not easily done. This week, I was thinking about online marketing opportunities using Facebook. And nowhere is the line finer than on Facebook. On that platform, you need to entice your audience to become fans, use your apps and share your content.
There might be an app for everything, but does everything need an app? When it comes to brands, it's easy to wonder if the rush to get into the App Store is more about marketers snapping up the shiniest new wonder than thinking about apps as strategic-marketing tools. Luckily, as the app business has grown, the apps themselves have grown up. While the Zippo lighter -- enormously popular at 5 million downloads and counting -- remains a bit of an anomaly, most branded apps have moved from the simple "wow" or novelty factor to include branded utility, relationship building and even sales.
I just love apps that are useful instead of pure marketing. Maybe this has happened to you: you announce to your office mates that you’re heading out for coffee, and you volunteer to pick them up something. Now, you’re the easiest order in there: ‘large black coffee,’ and so you presume they’ll be the same. Only not. They want a medium iced french vanilla with one splenda and two squirts of applesauce or whatever, and suddenly, you’re grinding your teeth for offering to go. Dunkin Donuts just built a site and an iPhone app to make it easier.
The coffee wars generated a flurry of advertising in May. McDonald's launched its first McCafe blitz, Dunkin' Donuts made its first concerted doughnut push in more than a decade and Starbucks began its first pure branding campaign. While it's too soon to say what the impact on sales has been, all three marketers saw a major uptick in buzz, as measured by Brand Index.
It was a good year for beverages, as the two most successful new brands in 2008 were Gatorade's G2 and Dunkin' Donuts coffee. The pair topped Information Resources Inc.'s annual Pacesetters list of most successful brands, surpassing the elusive $100 million benchmark for a hit new product.
Even iconic brands have to fight the ongoing battle to sustain that elusive but imperative thing known as relevance. How to do that is, of course, another matter. Smarter brands learn how to continually respond to zeitgeist—the social and cultural spirit of the times we live in. Perhaps that’s all a bit high-minded when you’re just serving a cup of coffee, but with the launch of its “You Kin’ Do It” campaign, Dunkin’ Donuts proves that it can respond with the best of them.
Optimedia's Antony Young compares Dunkin' Donuts and McDonald's.