Last Monday Dunkin' Donuts bowed a $100+ million integrated ad campaign with a rallying cry for consumers hard-hit by the economy: "You Kin' Do It!"
The national "You Kin' Do It" campaign broke with three TV spots aired during network primetime and national cable programming, reports Retailer Daily.
Slated to run through 2009, it includes radio, print and outdoor advertising, in addition to in-store point-of-purchase, special events, sports marketing, and online marketing initiatives.
Created by Interpublic Group's Boston-based Hill Holliday, Dunkin' Donuts' newest iteration of the "America Runs on Dunkin'" campaign offers encouragement in a spirit of fun during challenging times.
With "Kin' Do" literally part of the Canton, Massachusetts-based Dunkin' Donuts name, the campaign reminds Americans that they can take on any task: "you kin' make it through the workday, you kin' shovel out that driveway, you kin' pass that exam, you kin' finish that paperwork."
"You Kin' Do It" will feature Dunkin' Donuts' core products of coffee, donuts and other baked goods, as well as the brand's new DDSMART menu of better-for-you foods and beverages.
"Prevailing over life's daily challenges deserves acknowledgement and appreciation, especially in difficult times. 'You Kin' Do It' shines the spotlight on the accomplishments of hard-working Americans, while reinforcing that Dunkin' Donuts will continue to fuel their busy day and provide a bit of happiness without blowing the lid off their budget," said Dunkin' Donuts Brand Marketing Officer Frances Allen.
Last year Dunkin' Donuts ran a YouTube competition soliciting responses to the question, "How do you keep America running?" Producers of the best 50 received a year of free coffee; top 10 videos appeared on DunkinDonuts.com as ad creative.
Prior to that, Dunkin' partnered with MapQuest for its www.myicedcoffee.com initiative, which pointed map-perusers to their nearest Dunkin' fix.