Today’s a big day for Dunkin’ Donuts. It’s the public launch of a new brand positioning for the company as it embarks on a major push for expansion and growth. A lot of strategic and creative work went into this project, the result of which was a new tagline, new iconography, and most importantly — a very focused brand idea that gets executed across every possible part of a consumer’s experience with Dunkin’ Donuts. You can read about the business challenge and some of the research that sparked our thinking in a front page Wall Street Journal article that ran over the weekend. It’s online here (subscription required).
This is our first major campaign debut since we started our blog, so we thought we’d ask the people that did the thinking and the work to write about it over the coming days. It’s a nice case study, and our blog posts will give you a behind-the-scenes peek at the development of what we think will be a great marketing platform for a great brand. We’ll also post some of the work here so you can see it all in one place.
Baba Shetty
Dear Hill/Holliday,
It’s all well and good, but there are no (and I mean no) Dunkin’ Donuts in California, Washington State or Oregon. In fact, I don’t even know if there are any in Utah or Nevada. Having grown up on DD in New England, I used to drive 140 miles r/trip to get mine. That place closed, the one in Sacramento closed on 8/15/ 03 and now, the nearest one is Kingman, AZ (if that one is still open). I have had to rely on the generosity of others travelling wherever (usally Bangkok, Manila, or the East Coast) to pick up some Choc. Crullers. I just got an e-mail from a former co-worker who found a DD in Turkey and another one in Sofia, Bulgaria.
If they’re going to expand, why the @#$# aren’t they expanding to the western U.S.?
Thanks,
Ted Mavrakos, Concord, CA
I’m very excited that you are sharing the new DD branding experience w/ you r blog readers. I look forward to seeing the work and hearing from the people that have been responsible for crafting the message. We all stand to learn from each other by sharing how the message was cultivated and what media is best suited for delivery. We are all in this new ad lanscape together and it’s great to see individuals within an agency try to educate while they advertise. Much appreciated.
Medicine Man
Having found a Dunkin’ Donut heaven in Milford, Massachusetts (You can actually see another one down the street as you’re entering one, all over town), I wondered why we can’t get and keep one in Sacramento.
The one that was here didn’t have “handles” on their dunkin’ one… That’s probably why they didn’t make it.
I can relate to Ted from Concord… I’d drive miles for an occassional dunkin’ treat.
What is the name of the song and group on the new DD ads?
Two way communication — a company that gets it
Is it true? Is there really a DD (re?) opening in Sacramento? I saw it on another posting – different website-…growing up on the East Coast, Dunkin Dounts is the only place for coffee!! Is is the best, period. I too would travel miles just to have my Hazelnut light and sweet……
Why aren’t there any Dunkin’ Donuts in Washington or Oregon now? I used to go to the Burien and Renton stores. Miss those vanilla creme and chocolate cream donuts!
there is a dunkin donuts in oregon. only one though… on commercial street in salem.
Are there any observers that reside in the south? Particularly, NC where a major expansion is under way. Like to see what the interest level is?
I live in Bar Harbor, ME. The closest Dunkin here is 20 miles away and there are many people on the island who love Dunkin’s donuts and coffee. And especially with the Dunkin’s new cookies, we are missing all this. Can Dunkin Donuts consider opening an outlet here?
Thanks
Dunkin + All of California = LOTS OF $$$$$$$$$$$ for Company… this is so stupid why don’t they get with the program if they say America Runs on Dunkin wtf… is Califoria not America… come on get with the program… Star Bucks is the Devil give CA a chance…
Dave,
It could be implying that CA needs to get w the program and adopt Dunkin.
Although CA does seeem like it’s own planet at times, I agree it is very much America.
I’m sure they thought this through, it could create a pull in CA, it could be a spit in the eye of Starbucks… who knows?
I have a feeling that HHCC is thinking that they are just the marketing firm, not the business development/expansion authority for DD…
One employee at DD cursed me out would I be able to get free Donuts?
Please open up a DD in wausau, wisconsin! We need one!
Hutchinson, Minnesota would love to have a DD. I have to order my coffee online or drive 1hr 30min to Brooklyn Park, MN
I am a diabetic, and would like to know about the caloric/sugar content of the cooladas. Any info you could give me would be great.
I would like to see the “dunkin” donut come back to the Northeast. I was in Jacksonville,North Carolina last week and learned that they have the “dunkin”. I have always loved that donut. Since it carries the name of your busines I would think you would carry it. I am from Central NY. Please consider it.
I don’t know what it meansmy comment is awaiting moderation.
Comment moderation is pretty typical on a lot of blogs like ours, Bev. It’s sort of like a tape delay on TV. It’s a way to prevent vulgarity, for example, from making it through. All it means is that when you leave a comment, we check it out first and unless it’s really inappropriate, we then approve it and up it goes:)
When will we get a Dunkin Donut in Orange County, Ca. We used to have a couple and I can’t wait to see one again. I just love the Vanilla Creme and Chocolate Creme donuts and DD is the only one who has them. When I say When will we get DD back.
this may seem like a stupid idea (especially if there is one here that i don’t know about, if so, apologies!) but i think it would be great for business: why don’t dunkin donuts open up stores in the UK? Starbucks have coffee shops in both countries and they must be minted by now. ive been on holiday to the carribean recently and they have dunkin donuts there, so why not over here?
Ok, so I had a coupon in my Sunday paper for $1.00 off a dozon donuts at Dunkin’ Donuts. My first throught was “OOH” and I got all excited! I was thinking “they’ve opened a DD here again” (I live outside the Portland OR area in which all DD have gradually closed and stupid Krispy Kremes have opened up GRRRR) so I do a little web searching and then opened up my most recent yellow pages and sure enough… They gave us a coupon (and hope) and yet the nearest (and only) DD is in Salem which is… around 50 miles from where I live. I MISS my DD!! And here in my searching I find people talking about seeing DD shops in Turkey??? and Bulgaria??? Why on earth aren’t they in CA or OR anymore???!!!????
Having grown up in Boston, MA I used to get large ice hazelnut coffee every day and I miss it soooo much after I moved to San Diego. It is practically summer all year around here, why wouldn’t they bring DD back and take advantage of the weather here? Please, DD come back to beautiful California. They are actually selling bags of DD coffee at every supermarket, Target, CVS here and they are flying off the shelves, so as they can see, they will be very popular if they return. So, let’s keep praying!!
PLEASE COME BACK TO WASHINGTON STATE!!! Dunkin would do well on the south end or even a flagship store downtown Seattle. Once word gets out about how great the coffee is, you could go head to head with Starbucks. People are SICK of paying 5.00 for a cup of coffee that isn’t even that good. For now, I get the ground coffee in Walgreens’ stores, who carry it. But I would love if they actually opened stores again. Sincerely, Dunkin’ Donutless in Seattle
Who is the group that does the song for the new Dunkin Donuts TV AD?
I CAN’T LOCATE A DUNKIN DONUTS IN COLORADO ANYWHERE.
PLS LET ME KNOW WHERE I CAN FIND ON MAYBE CLOSE.
THIS IS THE BEST C0FFEE AND MY DAUGHTER LIVES IN CO SO WE NEED TO KNOW
I Just bought a Keurig coffee pot, that I love. But I love Dunkin Donuts coffee, and have been drinking all my life. Will you be making Dunkin Donuts K cups?
If so when? I am drinking Green Mountain for now, I miss my D. D.
Thank you,
All of Seattle is sick and tired of that other doughnut chain, with initials: KK. Dunkin doughnut is the BEST!!!!!!!!!!!!!!!!When are you coming back to the Seattle area? IMO, I get more doughnut for the money with Dunkin.
Please come back to Washington. A DD in Seattle would be amazing. Every time I get back to the east coast i realize how much I miss it
I absolutely LOVE the song on your America Runs on Dunkin commercial. It’s the one about the ‘Best Day of your life’. Who does that song? Will Dunkin be selling a CD with their music on it soon.
Kaye
Exactly! Where’s the Dunkin Donuts here in California? Can anyone get the business here. I’m sure it will boom especially Rachel Ray is promoting it. (I love her cooking and her love for her mom). Dunkin Donut is just the right taste. Unlike the other leading donut (KK). It’s just too sweet.
I agree with all those above me who say Dunkin Donuts needs to come to CA. I’m getting really sick of seeing the commercials out here when we don’t even have one within like… 750 miles of San Francisco. It’s almost cruel!
The DD that opened in Sacramento was in a HORRIBLE location (I still went once a week) and that’s why it closed. Put a DD on a main street! Or in a college town like Davis. You’ll definitely see some amazing profits in no time!
I don’t get why there are no DunkinDs out here, they do SO well everywhere else and every time I come home from vacation on the east coast, I just get so annoyed with our lack of DDs. =(
EXPAND! TO CALIFORNIA! And stop airing your commercials here and shoving it in our faces that we don’t have any!!!
Hello,
I was just wondering where we can see the DD commercials? Are they posted on a different website? Thanks!
Just heard that Dunkin’ donuts pulled the Rachel Ray ads because she is wearing a scarf that looks like a traditional Muslim scarf. First of all, its DD’s fault she’s wearing it…secondly, RR is the last one to wear anything that would offend anyone, and thirdly…WHO IS STUPID ENOUGH TO BELIEVE RR OR DD WOULD WANT TO KNOWINGLY OFFEND THE MARKETPLACE! The View aired this today and accused Melanie Morgan and the extreme right for putting pressure to pull the ad…I am a conservative but this is witch hunting.
Will D&D be expanding into K-cups????? I would absolutely love to brew D&D k-cups in my Keurig!
I have many fond memories of DD growing up in chicago – however I am very upset that out of all the coffee companies in the US that Dunkan choose to target Starbucks in your ads. We did the actual blind taste test today- and I found your coffee to taste very similar to tangy VEGETABLE soup. You will NEVER be a “starbucks” if that is the coffee you are serving–why not promote your DOUGHNUTS- THE best product your buisiness supplies instead of trying to “defame” a whole company based on the opinion of 476 of your customers.
I need my dunkin donuts!!!!!1 I am from Boston and had my fix every day. If there are any in Colorado they are so freakin far away I cannot get to them. I recently went back to Boston and the first thing I did was have a DD! 8 years was way too long and please please we need some in the Denver area!!!!
How about some in Colorado? My God the small town in NH I grew up in had 3, count ‘em 3 DD’s in a town of 10k. Here there are none and I live in the Fort Collins area with over 300k people in the area. Come on Dunks get with the program! There are thousands of people from the Northeast in the West that would kill for some dunks.
The most annoying thing about not having DD in Los Angeles (I’m a Jersey transplant) is that we are forced to watch their commercials on TV!!!! Drives me nuts!!! Bring DD to CA or take the commercials off the air here, pretty please?
There is a DD in Colorado Springs, but I think that is the only one. I wish there were more!!!! I live north of Denver and love DD, but it is at least and hour and a halt to get to Colo Springs.
I think it would be awesome if DD would get into the K-cup phenomenom. I’m not a coffee drinker, but I love DD’s hot chocolate—their’s is the best. And I know plenty of people who love their coffee too. My office has one of those Keurig coffee/tea things that uses the K-cups. IF DD had K-cups for their coffee and hot cholocate it would open up a whole new market for them!!!
Another transplant from New England here in Colorado. My friends told me there used to be some when they were little kids in the denver, dtc, area, but I was thinking this is way before the whole “America Runs on Dunkin” thing and the fact they beat out starbucks for best tasting coffee….DD if you don’t build one in the englewood area, or 16th street mall area in Colorado you simply just dont want to make money….
I heard so much about Dunkin’ Donuts. Taxes in California are high. It’s the main reason why DD and other businesses avoid our state. There are many “tax friendly” states in this country but unfortunately, California is not one of them. It’s also the reason Hollywood production companies are leaving L.A. They can go to other states and receive tax breaks.
There used to be several Dunkin’ Donuts locations in Minnesota years ago. They have all closed. Then Krispy Kreme came in and closed all of their stores within about 5-7 years. Now we hear that DD is returning to Minnesota with 100 new locations. That would be great..They are delicious! But I’m curious, if they all failed here before, why are they returning? I live in the Twin Cities west metro area and several new stores will be opening throughout the area in the near future.
I grew up in Albert Lea, Minnesota many years ago and I hope you plan to bring DD to this city as well. When I was attending college in Albert Lea in the mid 80’s, we used to go to Winchell’s Donuts. They have long since closed , as has the newer Starbuck’s in town. This city, located on Interstates 35 and 90 in southern Minnesota is a perfect traffic location. DD could easily have 3-4 stores throughout Albert Lea, the town is spread out between 6 beautiful lakes.
Marion Ross – TV’s Happy Days and Eddie Cochran – Cure For The Summertime Blues fame, hail from Albert Lea. You could have two different themed stores!
…need…dunkin donuts…k-cups…please…
the dunkin donuts in salem oregon has closed down. like a few yeas ago.. dont know if anyone got the memo. i just found out today there isnt any d.d’s in the west; i just moved here from maryland.
I grew up in MA and moved to WA state – I just saw at the top of the postings that there is a DD in Salem, (insert excitement here – only an hour and 20 minutes away – definately worth the drive) NOW, I see it closed down a couple of years ago…SAD! What I don’t understand is, if DD can expand to countries other than the main one that has supported them all these years, they surely can afford to expand to WA, OR & CA. Give the people what they want…they want Dunkin!
I had a hard time believing the Salem, OR location was closed, since I’ve been there (drove down from Seattle), but unfortunately it’s true:
http://blog.oregonlive.com/nwheadlines/2008/03/last_dunkin_donuts_on_the_west.html
Note to HH: Tell Dunkin’ Donuts to start a blog! That way feedback such as seen in these comments can go to someone who can do something about it