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 www.dunkinathome.com and will initiate online sampling from the site in the upcoming months.