The new campaign, which includes print, TV, and digital ads, is the chain’s latest effort to one-up its biggest rivals, Starbucks and McDonald’s, in the java wars. The ads mostly feature everyday people who were picked as part of a nationwide casting call in November, which drew 1,000 people.
Among the ads’ pitchmen are two firefighters from Georgia who, when asked, “What are you drinkin’?’’ respond: “I’m drinkin’ Dunkin’.’’
Dan Saia, vice president of consumer engagement at Dunkin’ Donuts, a unit of privately owned Dunkin’ Brands Inc. in Canton, said the campaign is designed to let real customers tell the Dunkin’ Donuts story.
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