Hispanic Advertising: Dunkin’ Donuts launches integrated Campaign
Dunkin’ Donuts is launching a new integrated Hispanic advertising and marketing campaign this week. The Spanish-language campaign will run in select markets and introduce the brand’s first Spanish tagline, “América se mueve con Dunkin’ (America moves with Dunkin’).” The testimonial-style campaign reveals a sequence of Hispanic Dunkin’ Donuts fans unleashing their inner Dunkin’. “¿Qué estás tomando?” complements its General Market counterpart, Dunkin’ Donuts’ popular “What are you Drinkin’?” campaign, and will be integrated across Hispanic television, radio, website, social media, as well as public relations and in-store activities.
The documentary-inspired theme of the campaign features Hispanic Dunkin’ coffee drinkers in their communities, which is how they were discovered and recruited. “Me pone de buen humor” (It gets me in a good mood) and “Se siente el sabor rico del café (You can taste the coffee’s delicious flavor)” are among the many accolades Hispanic fans tout about their Dunkin’ coffee. All testaments lead back to the new Spanish tagline, “América se Mueve con Dunkin’ (America Moves With Dunkin’),” and it’s clear this is a way of life for Dunkin’s die-hard Hispanic coffee consumers. “This new campaign reflects the importance and the loyalty of our Hispanic consumers,” said John Costello, Chief Global Marketing and Innovation Officer at Dunkin’ Brands. “Dunkin’ Donuts and our franchisees have long been an important part of daily life for millions of guests throughout the country, and we are looking for ways to deepen our relationship and build brand loyalty with our guests in multicultural communities.” “¿Qué estás tomando?” takes Hispanic-insight driven advertising and provides an authentic brand experience,” said Luis Puerta, VP Group Creative Director at Accentmarketing, Dunkin’ Donuts’ Hispanic Agency of Record, which developed this campaign. “It was important that we engage with Dunkin' Donuts' Hispanic guests and authentically portray the ways in which they move with Dunkin’.”
In recent years, Dunkin’ Donuts has introduced select markets to limited time offerings and permanent menu items, which feature bold and exotic flavors inspired by the Latin culture, such as the Cuban Flatbread Sandwich and Café con Leche, Huevos Rancheros Wake-Up Wrap® sandwiches and Latin-inspired donuts.
Launched at the start of 2011, Dunkin’ Donuts’ “What Are You Drinkin’” multi-million dollar integrated advertising and marketing campaign reinforces Dunkin’ Donuts’ coffee leadership.
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