1. E=MC Hammer: Andreas Parker, Francesca Mishriki, Ansley Beaver, Minnda Fulmer, Victoria Robertson ADV3101 Fall Advertising Creative Strategy E=MC Hammer: Andreas Parker, Francesca Mishriki, Ansley Beaver, Minnda Fulmer, Victoria Robertson ADV3101 Fall Advertising Creative Strategy

2. Dunkin’ Brands Company  Headquartered in Canton, Massachusetts  In 1946, Bill Rosenberg invested $5,000 and launched Industrial Luncheon Services  In 1948, Rosenberg opened a donut shop called Open Kettle  In 1950, Rosenberg rebranded Open Kettle as Dunkin’ Donuts  Parent company of Dunkin’ Donuts and Baskin Robbins  “Dunkin’ Brands strives to be recognized as a company that responsibly serves our guests, franchisees, employees, communities, business partners and the interests of our planet.”  DD Perks Rewards program reached it’s 1 millionth member in June 2014  Sells about 1.8 billion cups of coffee each year Source: Dunkin’ Donuts Press Kit, 2014  Headquartered in Canton, Massachusetts  In 1946, Bill Rosenberg invested $5,000 and launched Industrial Luncheon Services  In 1948, Rosenberg opened a donut shop called Open Kettle  In 1950, Rosenberg rebranded Open Kettle as Dunkin’ Donuts  Parent company of Dunkin’ Donuts and Baskin Robbins  “Dunkin’ Brands strives to be recognized as a company that responsibly serves our guests, franchisees, employees, communities, business partners and the interests of our planet.”  DD Perks Rewards program reached it’s 1 millionth member in June 2014  Sells about 1.8 billion cups of coffee each year Source: Dunkin’ Donuts Press Kit, 2014

3. Industry  Market Share  Dunkin’ Donuts: 16.1 percent  Starbucks: 32.8 percent  Stock Shares  Dunkin’ Donuts: $46.69  Starbucks: $72.10  Krispy Kreme: $17.46  Reach  Dunkin’ Donuts: 10,858 stores  Starbucks: 19,767 stores Source: Statista, 2013 Witkowski, 2014 Market Watch, 2014  Market Share  Dunkin’ Donuts: 16.1 percent  Starbucks: 32.8 percent  Stock Shares  Dunkin’ Donuts: $46.69  Starbucks: $72.10  Krispy Kreme: $17.46  Reach  Dunkin’ Donuts: 10,858 stores  Starbucks: 19,767 stores Source: Statista, 2013 Witkowski, 2014 Market Watch, 2014

4. Creativity  Dunkin launched the #mydunkin campaign that puts customers in the spotlight to show their passion for the brand  15-second commercial: Tweet: “Just found a @DunkinDonuts Pumpkin flavored K-cup in my coffee stash. Best day ever!!! #mydunkin.”  Advertised 2 boxes of Dunkin’ Donuts K-cups for $19.99  Uses testimonial-like persuasive technique  Powerful selling points are usually emotional instead of rational  Dunkin launched the #mydunkin campaign that puts customers in the spotlight to show their passion for the brand  15-second commercial: Tweet: “Just found a @DunkinDonuts Pumpkin flavored K-cup in my coffee stash. Best day ever!!! #mydunkin.”  Advertised 2 boxes of Dunkin’ Donuts K-cups for $19.99  Uses testimonial-like persuasive technique  Powerful selling points are usually emotional instead of rational

5. Branding  Uses bright, complimentary colors in the logo  Includes tagline, “America runs on Dunkin,” in the logo  Unique and recognizable font  The word ‘runs’ paired with its alternate brand logo of the running man alludes to fast customer service  Uses the word ‘donuts’ in the logo to brand a primary product line  Starbucks uses the word ‘coffee’  Krispy Kreme uses the word ‘doughuts’  Uses bright, complimentary colors in the logo  Includes tagline, “America runs on Dunkin,” in the logo  Unique and recognizable font  The word ‘runs’ paired with its alternate brand logo of the running man alludes to fast customer service  Uses the word ‘donuts’ in the logo to brand a primary product line  Starbucks uses the word ‘coffee’  Krispy Kreme uses the word ‘doughuts’

6. Uncovering Insights  Most up-and-coming demographic is white males under age 39 who have children and household incomes of $50,000 or more  Keurigs and K-cup technology rapidly growing in popularity giving Dunkin’ a chance to more effectively reach this demographic  Introduced mobile app in 2013  Dunkin’ planned to move to California and into airports, college campuses and military bases  Major threat to the industry is sports and energy drinks  Baby boomers make up largest customer segment  Dunkin responds to customer feedback well  Replaced Styrofoam cups with recyclable plastic cups  Offered alternative menu options such as low-calorie and low-fat options Source: Rudarakenchana, 2014  Most up-and-coming demographic is white males under age 39 who have children and household incomes of $50,000 or more  Keurigs and K-cup technology rapidly growing in popularity giving Dunkin’ a chance to more effectively reach this demographic  Introduced mobile app in 2013  Dunkin’ planned to move to California and into airports, college campuses and military bases  Major threat to the industry is sports and energy drinks  Baby boomers make up largest customer segment  Dunkin responds to customer feedback well  Replaced Styrofoam cups with recyclable plastic cups  Offered alternative menu options such as low-calorie and low-fat options Source: Rudarakenchana, 2014

7. Primary Research Method  Survey of 28 questions  Administered to over 100 people and received 120 total responses  Click HERE for survey linkHERE  Utilized multiple choice and Likert scale responses  Survey of 28 questions  Administered to over 100 people and received 120 total responses  Click HERE for survey linkHERE  Utilized multiple choice and Likert scale responses

8. Survey Questions  1. Do you consider yourself a coffee connoisseur?  2. How many times do you drink coffee per week?  3. How much time do you spend at a coffee/donut shop weekly?  4. How often do you purchase donuts?  5. Typically, when you visit a coffee/donut shop, what is the reason for the visit?  6. Rate the importance of price when purchasing coffee and/or donuts.  7. What is the most you are willing to pay for a cup of premium coffee?  8. What is your favorite/preferred brand of donut?  9. How likely are you to remain loyal to your favorite brand if it raised its prices while its competitors’ prices remained the same?  1. Do you consider yourself a coffee connoisseur?  2. How many times do you drink coffee per week?  3. How much time do you spend at a coffee/donut shop weekly?  4. How often do you purchase donuts?  5. Typically, when you visit a coffee/donut shop, what is the reason for the visit?  6. Rate the importance of price when purchasing coffee and/or donuts.  7. What is the most you are willing to pay for a cup of premium coffee?  8. What is your favorite/preferred brand of donut?  9. How likely are you to remain loyal to your favorite brand if it raised its prices while its competitors’ prices remained the same?

9. Survey Questions (cont.)  10. Rate the importance of customer service when purchasing at coffee/donut shops.  11. What is your favorite/preferred brand of coffee shop coffee?  12. Who do you think is Dunkin' Donuts biggest competitor in the coffeehouse industry?  13. What do you consider to be the biggest difference between Dunkin' Donuts and its competitors?  14. How important do you consider the use of eco-friendly products and practices at the places in which you shop?  15. Do you use or purchase re-usable cups and/or bags?  16. Does the use of only Fair-Trade Certified and/or locally grown/made food influence your decision to go to a coffee shop?  10. Rate the importance of customer service when purchasing at coffee/donut shops.  11. What is your favorite/preferred brand of coffee shop coffee?  12. Who do you think is Dunkin' Donuts biggest competitor in the coffeehouse industry?  13. What do you consider to be the biggest difference between Dunkin' Donuts and its competitors?  14. How important do you consider the use of eco-friendly products and practices at the places in which you shop?  15. Do you use or purchase re-usable cups and/or bags?  16. Does the use of only Fair-Trade Certified and/or locally grown/made food influence your decision to go to a coffee shop?

10. Survey Questions (cont.)  17. Are you more likely to choose a coffee/donut shop that offers healthy menu options?  18. How important is atmosphere and aesthetics to your coffee/donut shop experience?  19. What is the area in which Dunkin' could improve its customer experience the most?  20. What immediately comes to mind when you think of Dunkin' Donuts?  21. What is your gender?  22. What is your race?  23. What is your age?  24. What is your employment status?  25. What is your marital status?  26. How many people live in your household?  27. What is your annual household income before taxes?  28. What is your highest degree or level of school you have completed?  17. Are you more likely to choose a coffee/donut shop that offers healthy menu options?  18. How important is atmosphere and aesthetics to your coffee/donut shop experience?  19. What is the area in which Dunkin' could improve its customer experience the most?  20. What immediately comes to mind when you think of Dunkin' Donuts?  21. What is your gender?  22. What is your race?  23. What is your age?  24. What is your employment status?  25. What is your marital status?  26. How many people live in your household?  27. What is your annual household income before taxes?  28. What is your highest degree or level of school you have completed?

11. Survey Response Analysis  The majority of respondents answered with the following:  48 percent were between the ages of 18-22  57 percent were employed  65 percent were single  53 percent considered atmosphere of the store most important  47 percent answered they are likely to stay loyal to their favorite brand even if prices increase  Almost half of respondents considered $3-$4 a reasonable price for a cup of premium coffee  The majority of respondents answered with the following:  48 percent were between the ages of 18-22  57 percent were employed  65 percent were single  53 percent considered atmosphere of the store most important  47 percent answered they are likely to stay loyal to their favorite brand even if prices increase  Almost half of respondents considered $3-$4 a reasonable price for a cup of premium coffee

12. Questions that Led to the Big Idea  Who is the brand leader?  Krispy Kreme is the brand leader for donut sales  Dunkin’ has dominated coffee for over 50 years  What are the trends in the industry?  Emerging trend is rewards programs and mobile apps  Are there any pending issues that may affect your brand’s future?  2012 litigation tried to force Dunkin’ to drop the word ‘artisan’ from it’s menu claiming false advertising Source: Dunkin’ Donuts Press Kit, 2014 PR Newswire, 2013 Modern Baking, 2012  Who is the brand leader?  Krispy Kreme is the brand leader for donut sales  Dunkin’ has dominated coffee for over 50 years  What are the trends in the industry?  Emerging trend is rewards programs and mobile apps  Are there any pending issues that may affect your brand’s future?  2012 litigation tried to force Dunkin’ to drop the word ‘artisan’ from it’s menu claiming false advertising Source: Dunkin’ Donuts Press Kit, 2014 PR Newswire, 2013 Modern Baking, 2012

13. Questions that Lead… (cont.)  Is your company known for its product innovations?  Released Mother’s Day themed donuts  Dark roast coffee blend that is Rainforest Alliance Certified™  To what extent does your brand match with consumers’ needs, wants, problems and interests?  In 2013, Dunkin’ was ranked “number one in customer loyalty for the 8 th consecutive year in the coffee category Source: PR Newswire, 2013 Swipely Team, 2013  Is your company known for its product innovations?  Released Mother’s Day themed donuts  Dark roast coffee blend that is Rainforest Alliance Certified™  To what extent does your brand match with consumers’ needs, wants, problems and interests?  In 2013, Dunkin’ was ranked “number one in customer loyalty for the 8 th consecutive year in the coffee category Source: PR Newswire, 2013 Swipely Team, 2013

14. Diversity  Focused on DD Perks program for 2014  Uses YouTube channel to celebrate customer interest in Dunkin’  Features cartoon-like characters of various skin colors in commercials  Uses both genders in ads  Focused on DD Perks program for 2014  Uses YouTube channel to celebrate customer interest in Dunkin’  Features cartoon-like characters of various skin colors in commercials  Uses both genders in ads

15. Creative Brief  Used BBDO’s approach  Target audience is single white females between the ages of 18 and 22  Value environment, menu options and price  Don’t like to travel much to get what they want but will remain loyal to the brand  Dunkin is perceived as a value brand  To compete, Dunkin’ will use social media campaigns and branded hashtags  Used BBDO’s approach  Target audience is single white females between the ages of 18 and 22  Value environment, menu options and price  Don’t like to travel much to get what they want but will remain loyal to the brand  Dunkin is perceived as a value brand  To compete, Dunkin’ will use social media campaigns and branded hashtags

16. Ad Copy  “You never have to search very hard to find what you’re looking for.”  Customers have fast paced life styles and like things to be easy  Dunkin’s current brand tagline is “America Runs on Dunkin’”  “You never have to search very hard to find what you’re looking for.”  Customers have fast paced life styles and like things to be easy  Dunkin’s current brand tagline is “America Runs on Dunkin’”

17. Ad Ideas for Twitter

18. Ad Ideas for TV Pretentious female employee greets the man. Employee: Hello, may I help you? Man: I’d like a coffee please. Employee gives snide face and speed talks. Employee: Ok, sure. Would you like that regular or decaf or as a latte, frozen, iced, tall, grande, venti, trenta… Her words become muffled and faster and faster. The words on the menu begin to move about like a shaken crossword. The music meshes with the barista’s words and words on the menu until he gets dizzy and falls backwards where he then wakes up in his bed to his 6:00 a.m. alarm. The man is shaken but relieved. The man is dressed in his business suit and stops at a Dunkin Donut’s store. He’s greeted with a smile by the Dunkin’ employee. Man: Yes, I’d like a coffee. A medium, regular coffee please. The employee gives him his beverage promptly. He smiles and gives a sigh of relief as he picks up a local newspaper and takes a seat. Pretentious female employee greets the man. Employee: Hello, may I help you? Man: I’d like a coffee please. Employee gives snide face and speed talks. Employee: Ok, sure. Would you like that regular or decaf or as a latte, frozen, iced, tall, grande, venti, trenta… Her words become muffled and faster and faster. The words on the menu begin to move about like a shaken crossword. The music meshes with the barista’s words and words on the menu until he gets dizzy and falls backwards where he then wakes up in his bed to his 6:00 a.m. alarm. The man is shaken but relieved. The man is dressed in his business suit and stops at a Dunkin Donut’s store. He’s greeted with a smile by the Dunkin’ employee. Man: Yes, I’d like a coffee. A medium, regular coffee please. The employee gives him his beverage promptly. He smiles and gives a sigh of relief as he picks up a local newspaper and takes a seat.

19. Ad Ideas for Print

21. Radio GROUP:Happy birthday to you. Happy birthday to you. Happy birthday Dunkin’ Donuts fan. Happy birthday to you. SFX:GROUP CHEERING, CLAPPING, BLOWING NOISE MAKERS. ANNCR:Who says you can’t have your donut and eat it too? Dunkin’ Donuts is now proudly preparing its donuts with sustainable palm oil, so planet earth may celebrate even more birthdays. When you join the DD Perks Rewards Program, you get a free birthday beverage of your choice! Go to ddperks.com or download the Dunkin’ Donut app to your smartphone to claim your birthday gift. GROUP:Happy birthday to you. Happy birthday to you. Happy birthday Dunkin’ Donuts fan. Happy birthday to you. SFX:GROUP CHEERING, CLAPPING, BLOWING NOISE MAKERS. ANNCR:Who says you can’t have your donut and eat it too? Dunkin’ Donuts is now proudly preparing its donuts with sustainable palm oil, so planet earth may celebrate even more birthdays. When you join the DD Perks Rewards Program, you get a free birthday beverage of your choice! Go to ddperks.com or download the Dunkin’ Donut app to your smartphone to claim your birthday gift.

22. Television  Customer wakes up and makes coffee at home with a Dunkin’ K-cup then stops by the Dunkin’ store on the corner near home  The customer then goes for a quick and easy pick-me- up during lunch at the Dunkiin’ store attached to his office building  The ending tagline and visual is a happy customer enjoying his Dunkin’ with the tagline, “You never have to search very hard to find what you’re looking for.”  Customer wakes up and makes coffee at home with a Dunkin’ K-cup then stops by the Dunkin’ store on the corner near home  The customer then goes for a quick and easy pick-me- up during lunch at the Dunkiin’ store attached to his office building  The ending tagline and visual is a happy customer enjoying his Dunkin’ with the tagline, “You never have to search very hard to find what you’re looking for.”

23. Direct Marketing

24. Social Media  Not sure what to get your friends this holiday season? Everyone loves a #CroissantDDonut  ‘Tis the season for red and green sprinkles #DunkinDonuts  You’ll need all the caffeine you can to stay awake until midnight to ring in the New Year! Pick up your last #DunkinDonuts coffee of 2014.  If you don’t have time to come into our stores in the morning, have no fear, Keurig® is here! #DunkinDonutsKCups  Send us your favorite donut and coffee combination with the hashtag #MyDunkin  My boyfriend’s name is Joe. He’s French. And vanilla. Okay he’s a cup of French vanilla coffee at Dunkin Donuts.  Dunkin’ Donut’s coffee > boyfriends. It doesn’t talk back and it’s always available in the morning.  Dunkin’ Donuts coffee is the only study aid with rewards. #DDPerks  What’s your favorite holiday flavor? #DDPerks  RT if you drink, eat and sleep Dunkin’  Not sure what to get your friends this holiday season? Everyone loves a #CroissantDDonut  ‘Tis the season for red and green sprinkles #DunkinDonuts  You’ll need all the caffeine you can to stay awake until midnight to ring in the New Year! Pick up your last #DunkinDonuts coffee of 2014.  If you don’t have time to come into our stores in the morning, have no fear, Keurig® is here! #DunkinDonutsKCups  Send us your favorite donut and coffee combination with the hashtag #MyDunkin  My boyfriend’s name is Joe. He’s French. And vanilla. Okay he’s a cup of French vanilla coffee at Dunkin Donuts.  Dunkin’ Donut’s coffee > boyfriends. It doesn’t talk back and it’s always available in the morning.  Dunkin’ Donuts coffee is the only study aid with rewards. #DDPerks  What’s your favorite holiday flavor? #DDPerks  RT if you drink, eat and sleep Dunkin’

25. Integrated Marketing Communication  Place more emphasis on Instragram marketing  The Dunkin’ mobile app is beginning to gain traction in the marketplace  Target audience are heavy users of Instagram  Currently, a centralized Dunkin’ Donuts Instagram account does not exist  May give customers another way to earn point that tie into DD Perks program  Place more emphasis on Instragram marketing  The Dunkin’ mobile app is beginning to gain traction in the marketplace  Target audience are heavy users of Instagram  Currently, a centralized Dunkin’ Donuts Instagram account does not exist  May give customers another way to earn point that tie into DD Perks program

26. Client Pitch  Main message to customers is going to be respectful of their time; they want things fast, easy and affordable  Target audience is white females ages 18-22  Goal of campaign is to integrate Dunkin’ into the customers lifestyles  Dunkin’ is a fast and inexpensive brand that does not have the perception of “cheap”  Main message to customers is going to be respectful of their time; they want things fast, easy and affordable  Target audience is white females ages 18-22  Goal of campaign is to integrate Dunkin’ into the customers lifestyles  Dunkin’ is a fast and inexpensive brand that does not have the perception of “cheap”

27. Client Pitch (cont.)  Ads will showcase several delicious food and beverage options as well as price and convenience stand points  Ad to the right is the focal point of the campaign  Portrays the idea that Dunkin’ surrounds our customers and that they don’t have to search very hard to find what they’re looking for  Ads will showcase several delicious food and beverage options as well as price and convenience stand points  Ad to the right is the focal point of the campaign  Portrays the idea that Dunkin’ surrounds our customers and that they don’t have to search very hard to find what they’re looking for

28. References Dunkin' Donuts Press Kit. (2014). Dunkin’ Donuts News. Retrieved from http://news.dunkindonuts.com/imagelibrary/downloadmedia.ashx?MediaDetailsID=325 Market Watch. (2014). Krispy Kreme Doughnuts Inc. The Wall Street Journal. Retrieved from http://www.marketwatch.com/investing/stock/kkd Modern Baking. (2012). NY bakery takes legal action against Dunkin’s ‘artisan bagel’ line. Retrieved from http://search.proquest.com/abitrade/docview/1009188534/F2CA5CE8148A412DPQ/19? accountid=14690 PR Newswire. (2013). Dunkin' Donuts announces plans to enter southern California. Retrieved from http://www.prnewswire.com/news-releases/dunkin-donuts-announces-plans-to- enter-southern-california-187088681.html Dunkin' Donuts Press Kit. (2014). Dunkin’ Donuts News. Retrieved from http://news.dunkindonuts.com/imagelibrary/downloadmedia.ashx?MediaDetailsID=325 Market Watch. (2014). Krispy Kreme Doughnuts Inc. The Wall Street Journal. Retrieved from http://www.marketwatch.com/investing/stock/kkd Modern Baking. (2012). NY bakery takes legal action against Dunkin’s ‘artisan bagel’ line. Retrieved from http://search.proquest.com/abitrade/docview/1009188534/F2CA5CE8148A412DPQ/19? accountid=14690 PR Newswire. (2013). Dunkin' Donuts announces plans to enter southern California. Retrieved from http://www.prnewswire.com/news-releases/dunkin-donuts-announces-plans-to- enter-southern-california-187088681.html

29. References (cont.) Rudarakenchana, N. (2014). Coffee industry threatened by energy and sports drinks: U.S. coffee drinking trends. Retrieved from http://www.ibtimes.com/coffee-industry- threatened-energy-sports-drinks-us-coffee-drinking-trends-1563060 Statista. (2013). Coffeehouse industry statistics and facts. Retrieved from http://www.statista.com/topics/1670/coffeehouse-chain-market/ Swipely Team. (2013). 5 reasons why Dunkin’ Donuts ranks #1 in loyalty. Retrieved from https://www.swipely.com/blog/dunkin-donuts-loyalty/ Witkowski, W. (2014). Dunkin’ vs. Starbucks shares: Dunkin’ has roasted its rival recently. Market Watch. Retrieved from http://blogs.marketwatch.com/thetell/2014/04/24/dunkin-vs- starbucks-shares-dunkin-has-roasted-its-rival-recently/ Rudarakenchana, N. (2014). Coffee industry threatened by energy and sports drinks: U.S. coffee drinking trends. Retrieved from http://www.ibtimes.com/coffee-industry- threatened-energy-sports-drinks-us-coffee-drinking-trends-1563060 Statista. (2013). Coffeehouse industry statistics and facts. Retrieved from http://www.statista.com/topics/1670/coffeehouse-chain-market/ Swipely Team. (2013). 5 reasons why Dunkin’ Donuts ranks #1 in loyalty. Retrieved from https://www.swipely.com/blog/dunkin-donuts-loyalty/ Witkowski, W. (2014). Dunkin’ vs. Starbucks shares: Dunkin’ has roasted its rival recently. Market Watch. Retrieved from http://blogs.marketwatch.com/thetell/2014/04/24/dunkin-vs- starbucks-shares-dunkin-has-roasted-its-rival-recently/