Dunkin' Donuts announces its $100M You Kin' Do It! Campaign

Published on: 2015-02-05

Retailer Daily notes a big new marketing push by Dunkin' Donuts:

The “You Kin’ Do It” national campaign broke with three television spots airing during network primetime and national cable programming.

Expected to run throughout 2009, the campaign will also include radio, print, online, and outdoor advertising, in addition to in-store point-of-purchase, special events, sports marketing, and other online marketing initiatives.

Created by Interpublic Group’s Boston-based Hill Holliday, Dunkin’ Donuts’ newest iteration of the “America Runs on Dunkin’” campaign offers encouragement in a spirit of fun during challenging times.

With “Kin’ Do” literally part of the Canton, Massachusetts-based Dunkin’ Donuts name, the campaign reminds Americans that they can take on any task: “you kin’ make it through the workday, you kin’ shovel out that driveway, you kin’ pass that exam, you kin’ finish that paperwork.”

The “You Kin’ Do It” campaign will feature Dunkin’ Donuts’ core products of coffee and donuts and other baked goods, as well as the brand’s new DDSMART menu of better-for-you foods and beverages.

Our take:

Dunkin's campaign is taking to outdoor -- and alternative outdoor -- media aggressively, as a large part of their client base simply comes in off of the street. The strategy of facing the recession head-on is also interesting, as many who sell into the same shopper base as Dunkin' have instead opted to focus on value and price savings as a way to encourage beleaguered shoppers to part with some of their hard-earned cash.

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