Dunkin' Donuts' Integrated Marketing Efforts
A blog post about coffee and doughnuts on a Monday morning seems pretty fitting. As do Canton, Mass.-based Dunkin' Donuts recent marketing efforts, which bring the focus squarely onto the coffee and snack purveyor's core offerings.
In March, Dunkin’ Donuts launched a $10 million doughnut-specific campaign, the first to place particular emphasis on the sugary rounds in more than a decade. The year-long integrated campaign included a “Create Dunkin’s Next Donut” contest, which garnered 130,000 entries.
“It’s not the first time that we’ve marketed [doughnuts], but it’s definitely the biggest,” says Cynthia Ashworth, Dunkin's vice president of consumer engagement. “People have a lot on their plates right now, [figuratively speaking,] and doughnuts are a fun, enjoyable little moment in people’s days. The times are right for doughnuts. The times are right for You Kin’ Do It.”
The times are also right for marketers to come up with creative and useful iPhone apps. Last month, Dunkin' unveiled an app and interactive Web site that enable users reach out to friends and coworkers online to take their coffee and snack orders. Users can then either print a copy of the order or transfer the check list to their iPhones so that they can have the order handy-- and complete-- for their trip to their local Dunkin' Donuts location.
We delve further into Dunkin' Donuts' integrated marketing efforts in the "Best in Class" story in this month's Marketing News.
Do you think the coffee and baked goods giant's recent marketing efforts stay true to the company's brand and product offerings? Is Dunkin' Donuts well-positioned to compete against McCafe? Let us know what you think.
