Dunkin’ Donuts Bows $100MM “You Kin’ Do It!” Campaign
Dunkin' Donuts yesterday (Monday)
bowed a $100+ million integrated advertising campaign that offers a new rallying cry for consumers hard hit by the economy: "You Kin' Do It!"
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.
"Prevailing over life's daily challenges deserves acknowledgment and appreciation, especially in difficult times. 'You Kin' Do It' shines the spotlight on the accomplishments of hard-working Americans, while reinforcing that Dunkin' Donuts will continue to fuel their busy day and provide a bit of happiness without blowing the lid off their budget," said Dunkin' Donuts Brand Marketing Officer Frances Allen.
