The international donut and coffee retailer, Dunkin Donuts, has just launched a multimillion-dollar national marketing campaign in an effort to beat its biggest rivals, Starbucks and McDonald’s, in the coffee wars. This latest campaign, includes print, TV, and digital ads. In a nationwide casting call back in November, which drew in 1,000 people, some everyday people were picked to feature in the TV ads which focus on average people drinking the company’s iced and hot coffee drinks.
Dunkin’ Donuts originally focused its marketing on donuts and other baked goods, but now with over half of Dunkin’ Donuts business today being in coffee, it was time to change directions a bit and focus on making its mark in the java arena. Today the company is more of a competitor to Starbucks as opposed to the traditional competitors of Krispy Kreme and Tim Hortons. More.