Dunkin’ Donuts debuts ad campaign targeting Hispanics

Dunkin’ Donuts debuts ad campaign targeting Hispanics

Coffee-and-doughnut chain will also open at least 50 new units in the Dallas/Fort Worth area

Dunkin’ Donuts has debuted a new ad campaign targeted to the Hispanic market that translates its tagline, “America Moves With Dunkin’,” to “América se Mueve con Dunkin’,” in Spanish.

The campaign’s theme is, “Qué estás tomando?” or “What are you drinking?”, and is meant to highlight the relationship the brand has with its Hispanic customers.

“This new campaign reflects the importance and the loyalty of our Hispanic consumers,” John Costello, chief global marketing and innovation officer at Dunkin’ Brands, said in a statement. “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.”

The new campaign was created by Accentmarketing, Dunkin’s Hispanic agency of record. It features Hispanic Dunkin’ Donuts customers in a documentary style.

In the advertising, customers offer such endorsements as “Me pone de buen humor,” or, “It gets me in a good mood,” and “Se siente el sabor rico del café,” or, “You can taste the coffee’s delicious flavor.”


Reaching out to Hispanic consumers [3]
Cultural differences, flavors key to attracting Hispanic consumers [4]

In addition, Dunkin' Donuts said this week that it would expand its presence in the Dallas area with new franchise partners Jerry Jones, owner of the Dallas Cowboys, and Troy Aikman, the former Cowboys quarterback and Fox sportscaster.

“As part of a limited partnership between Dunkin' Donuts, the Jones family and Aikman, the group plans to open at least 50 new Dunkin' Donuts restaurants throughout the Dallas/Fort Worth region over the next five years,” Dunkin’ Donuts said in a release.

Under the agreement, the group will share ownership of new Dunkin' Donuts restaurants and 11 of the 19 existing locations. All three parties will be responsible for strategic planning, expansion and marketing, with Dunkin' Donuts responsible for the restaurants’ operations, the company said. Since 2009, Dunkin’ Donuts has been the official coffee of the Dallas Cowboys.

Dunkin’ Donuts, which is owned by Dunkin’ Brands Group Inc., has about 7,000 units in the United States and has expressed plans to double those [5].

Contact Ron Ruggless at [email protected] [6].
Follow him on Twitter: @RonRuggless [7]