Free Essay

Stutent

In: Business and Management

Submitted By elvinpzh
Words 572
Pages 3
Dunkin' Donuts' primary marketing slogan is that "America Runs on Dunkin'." But in 2008, the chain found that consumers weren't necessarily running on doughnuts.
Despite being the top doughnut seller in the country, Dunkin's doughnut sales were down -- even with a product awareness rate that is greater than 90 percent.
"We are the category leader, and we weren't doing much marketing," said Cynthia Ashworth, Dunkin's VP of consumer engagement. "We had to rekindle America's doughnut love."
This led to Dunkin's "Create Dunkin's Next Donut" campaign, a unique interactive promotion that let consumers design their dream doughnuts online, with the possibility of their confectionary concoction being sold in stores nationwide.
Launched in conjunction with digital agency Studiocom, the interactive campaign was designed to reawaken consumer interest in the doughnut and appeal to the deep emotions associated with them.
To start rekindling the love, Dunkin' went straight to the source -- the doughnut eaters themselves.
"What were we going to say to get consumers back into doughnuts?" asked Ashworth, speaking at the iMedia Brand Summit in Coronado, Calif. "We talked to lapsed doughnut consumers to see what was going to get them interested in doughnuts again."
Those conversations with consumers yielded two interesting tidbits of information: Consumers were looking for more variety, and they also had a sense of nostalgia when it came to the breakfast treat.
"Everyone has a great doughnut memory, whether it's getting them after church with your family, or maybe getting them with your grandparents," Ashworth said.
Dunkin's campaign started by appealing to those two consumer traits. TV, out-of-home, and in-store advertising played up the variety with colorful photographs, but the centerpiece for consumer interaction was the "Create Dunkin's Next Donut" campaign.
Studiocom designed a rich-media doughnut configurator website, which let consumers select the doughnut style, topping, filling, and sprinkles.
Ashworth touted Studiocom's great work in pulling together the website, which also featured tools to post a doughnut on Facebook, send it to a friend, and participate in online offers.
At the heart of the doughnut-making contest was the nostalgia factor. The campaign offered $12,000 and the chance for the doughnut to be sold in stores across the country, but with every entry, Dunkin' also asked for the story behind each doughnut.
And nearly everyone had a story to tell. Some consumers combined wacky flavors like bananas and peanut butter in homage to their idol, Elvis. Others made blueberry doughnuts after fond memories of blueberry picking with their grandmothers.
The response exceeded Dunkin's wildest expectations, according to Ashworth.
Consumers spent an average of nine minutes on the website building and sharing their doughnuts -- triple the average time per visit on DunkinDonuts.com. Ashworth originally expected somewhere in the neighborhood of 25,000 contest entries, but the promotion brought in 129,000 entries.
In fact, Dunkin' pulled an online banner campaign promoting the website after three days because the campaign had taken on a life of its own through word of mouth and social media impressions.
The winning doughnut -- Toffee for your Coffee -- was announced on June 1, which happened to be National Doughnut Day. And the campaign did exactly what it set out to do -- reinvigorated America's love of doughnuts.
"The sales volume was huge, and all of our doughnut metrics during this period were through the roof," Ashworth said. "America's in love with doughnuts again."
Rich Cherecwich is associate editor of iMedia Connection.

Similar Documents

Premium Essay

Colonialism

...Political legacy of colonialism in India A lot of countries were experienced of political legacy of colonialism. This essay will focus on concept colonialism and its reasons. This notion could be defined in different ways. Colonialism is a situation of some territory which ruled by another country. Colonialism is a political-economic phenomenon whereby various European nations explored, conquered, settled, and exploited large areas of the world. Colonialism developed from imperialism, which can be reffered to as the highest stage of capitalism. In nineteenth century colonialism was motivated by a number of factors including a nation's desire for political and cultural domination and economic exploitation. One example of this period colonialism is Britain's colonization of India. Essay will explain the political legacy of colonialism based on British colonialism in India. In the long history of European colonialism, some colonists did better by their colonies that others. Many motivations pushed Europeans towards colonizing foreign lands. Primarily, nations established colonies to gain economic profits. In the early 1800's, the Industrial Revolution was beginning in such places as Great Britain, and new markets and raw materials were needed to uphold th enew industries. Nations depended on their colonies for raw materials to be used in their factories so that they could produce a growing number of manufactured goods. They then hoped to sell the manufactured goods to their...

Words: 727 - Pages: 3

Premium Essay

Singapore Healthcare Report

...Q3 2010 www.businessmonitor.com siNGapore pharmaceuticals & healthcare report INCLUDES 10-YEAR FORECASTS TO 2019 issN 1748-216X published by Business monitor international ltd. SINGAPORE PHARMACEUTICALS & HEALTHCARE REPORT Q3 2010 INCLUDING 5-YEAR AND 10-YEAR INDUSTRY FORECASTS BY BMI Part of BMI’s Industry Report & Forecasts Series Published by: Business Monitor International Copy deadline: June 2010 Business Monitor International Mermaid House, 2 Puddle Dock, London, EC4V 3DS, UK Tel: +44 (0) 20 7248 0468 Fax: +44 (0) 20 7248 0467 Email: subs@businessmonitor.com Web: http://www.businessmonitor.com © 2010 Business Monitor International. All rights reserved. All information contained in this publication is copyrighted in the name of Business Monitor International, and as such no part of this publication may be reproduced, repackaged, redistributed, resold in whole or in any part, or used in any form or by any means graphic, electronic or mechanical, including photocopying, recording, taping, or by information storage or retrieval, or by any other means, without the express written consent of the publisher. DISCLAIMER All information contained in this publication has been researched and compiled from sources believed to be accurate and reliable at the time of publishing. However, in view of the natural scope for human and/or mechanical error, either at source or during production, Business Monitor International accepts no...

Words: 29653 - Pages: 119