(redirected from America Runs on Dunkin')
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ARODAmerica Runs on Dunkin' (Dunkin' Donuts)
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America runs on Dunkin'? With its help, we'll be lucky if Americans can still run.
In 2006, it released a new motto -- "America runs on Dunkin'" -- that didn't mention doughnuts.
The exec said Dunkin' will stick with its successful "America Runs on Dunkin'" campaign and will not tackle McDonald's head-on as Taco Bell did with its Soviet-styled "Routine Republic" campaign in March, and last year's "Ronald McDonald" spot, which featured guys named Ronald McDonald endorsing its breakfast menu.
He stepped up the company's research capability with a consumer insights group, and refocused and re-energized the brands' marketing initiatives, leading to the 2006 launch of Dunkin' Donuts' award-winning marketing campaign, "America Runs on Dunkin'."
P&G Coffee said it will support the launch through a national multifaceted marketing campaign, elements of which include:-- Advertising: Boston-based Hill Holliday will create an integrated advertising campaign including network TV, national consumer print, and local radio ads that reinforce Dunkin' Donuts' current positioning of "America Runs on Dunkin'." -- In-Store: Tying into the advertising campaign, materials developed by The Integer Group include point-of-sale tools such as 3-D displays to provide greater stopping power at the point where consumers are making their purchase -- in the coffee aisle.-- Online: IMC2 has developed a product introduction page at and will initiate online sampling from the site in the upcoming months.
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