Dunkin’ was never just about donuts. Its legendary coffee was part of a power couple that dominated QSR. But with a long-running campaign focused on donuts, Dunkin’ was eclipsing its core coffee business, giving brand diehards a reason to get their caffeine fix elsewhere.
The Inspiration
People run on caffeine. An irrefutable insight that would eventually become “America Runs on Dunkin’.”
The Insight
People need their coffee and covet the morning ritual it brings. Through exhaustive research, it was revealed, specifically in its home territory of New England, that most Dunkin’ customers were there not for the donuts but for its coffee, which the company goes to great lengths (beans to brew times) to make outstanding.
The Idea
Dunkin’s true obsession is coffee, and no one understands the ritual of the first cup like they do.
