Dunkin’ Donuts is rolling out an entertaining and fun new ad campaign. But that’s not what made it noteworthy enough for me to write about here. The reason that I’m mentioning it is because — as all marketing campaigns should — this campaign effectively differentiates the company from their competition.
Dunkin’ Donuts’ “Breakfast NOT Brokefest” advertising campaign introduces the company’s new 99-cent breakfast wrap, which is also in line with their current coffee pricing.
Dunkin' Donuts is rolling out a new "Breakfast NOT Brokefest" ad campaign.
The marketing campaign includes displays of legs that stick out of public fountains, which make it look like someone jumped into the fountain to gather coins. A sign next to the legs read: “Please do not remove change for 99-cent items at Dunkin’ Donuts.”
In a separate TV ad, a man tightens his belt, which prompts a colleague to point out that that won’t save him money.
The price-oriented advertising campaign sets the brand apart from the pricier McDonald’s and Starbucks (who are both trying to tackle the coffee and breakfast market right now). Considering that people are feeling the need to scale back and let go of luxuries like a $4 latte, the Dunkin’ Donuts campaign may entice more than a few new customers.
By the way, if you want to read more about what Starbucks has been up to recently, read my past posts:
Starbucks vs. Stella: Two beverage companies warn against paying less
Copy Chatter: Starbucks Bucks the Short Copy Trend
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June 9th, 2009 at 4:45 pm
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