Question

Creative strategy statement for dunkin donuts

Answer 1

Creative strategy statement for Dunkin Donuts

*****Please choose segments of the answer as per your requirements****

Creative Strategy Campaign for Dunkin Donuts

“To serve the freshest most delicious coffee and donuts quickly and courteously in modern, well-merchandised stores.”

Advertising Plan

For customers looking for quick service and on-the-go eating options and great coffee

• Fact: The America and the Rest of the World are gravitating towards healthy food options, in this scenario, sugar-laden fried glazed donuts are considered unhealthy and sinful, however while it looks to consider sugar-free and diabetic-friendly options, Dunkin Donuts capitalizes on the sugar rush and its caffeinated drinks to “keep you active all day”. Although the brand is dropping donuts from its name, donuts remain a huge focus of the brand
• Advertising Problem: Fast-paced life calls for quick service coffee and restaurants
• Advertising Objective: Dunkin’ Donuts is all about “getting you ready in the morning and keeping you running all day”
• Target Audience: Includes 15-35 years old with moderate to high income range—middle class, in addition to children 5-15-year-old and their mothers, students and working professionals looking to get some quick bakery item, breakfast item and coffee, especially in the morning and throughout the day
• Competition: Local bakeries and cakeries, outlets from brands like Krispy Kreme and Mister Donuts, Tim Hortons, Honey Dew Donuts, Daylight Donuts, Winchell’s Donut House, Shipley Do-nuts, Lamar’s Donuts, Top Pot Doughnuts, Mad Over Donuts
• Key Consumer Benefit: factoring in customer convenience for quick service and high quality food on the go
• Brand Personality: all about being simple, fast, friendly and helpful—being fun
• Slogan: “Go nuts with Dunkin Donuts” “Just call us Dunkin” iconic “America runs on Dunkin’”
• Imagery: Chipmunks eating nuts, donuts
• Colors: Use of brand colors---orange and pink, yellow
• Tone: Casual and Fun, displays excitement
• Mandatories and Limitations: Social media and billboards, including “Go nuts with Dunkin Donuts” merchandise—T-shirts