In the scalding-hot coffee wars, Starbucks, McDonald's and Dunkin' Donuts appear to be slinging the most arrows.
And, while McDonald's is trying to McCafe their way into Starbucks' territory of high-end concoctions, Dunkin' is focused on being "America's all-day, everyday stop for coffee and baked goods."
It is clearly an attempt to own the working-man audience of Middle America who isn't looking for a Frappacino, Skinny Caramel Macchiato, latte or mocha. Their looking for a good old fashioned "cup of Joe."
The positioning is evidenced in their latest marketing campaign that features “everyday Joes” and is anchored by a simple question and answer: “What are you drinkin’?”, “I’m drinkin’ Dunkin’.”
According to The NPD Group, Dunkin’ Donuts serves the most hot traditional and iced coffee in America,* despite having fewer distribution points than other brands. The goal of the campaign is to reinforce and build on Dunkin’ Donuts’ coffee leadership in developed markets, establish credentials in emerging markets and remind consumers in all markets that Dunkin’ is the place to go for a great cup of coffee.
“The love that our customers have for Dunkin’ Donuts is truly unique, and this campaign ties into that passion in a very personal way,” said John Costello, Chief Global Customer and Marketing Officer at Dunkin' Brands.
Dunkin' Donuts, hosted casting calls last year to find fans who would be featured in the commercials. The company was looking for Dunkin’ fans with real stories about their love of the brand.
“We had more than 1,000 Dunkin' Donuts fans show up at the casting call, many were cast in the current commercials, including two firemen from Georgia,” said Chris D’Amico, Group Creative Director at Boston- based Hill Holliday, which created the campaign.