Dunkin’s Next Donut Campaign

My love for Dunkin Donuts is undeniable – the coffee, the smell of the store even the Fred the Baker commercials from the 80s! I am truly motivated by Donuts… just about any flavor combination (except pumpkin) has a shot with me. So their recent attention has made me even more enamored with their crave-worthy marketing.

Current economic conditions have caused a rise in the need for comfort food so the folks at Dunkin Donuts are playing toward this need with an aggressive new campaign highlighting their long-stilted staple, the donut. Throwing the anti-carb movement to the curb, Dunkin has invited users to participate in their Create Dunkin’s Next Donut Campaign. Site visitors can vote for the top Donut creations, view the gallery of submissions and make their own donut! My creation is included here – a summer-inspired pink lemonade number.

This campaign has been truly successful – generating user feedback, viewer votes and creating a social media tie. They highlight their success in an Advertising Age 3-Minute Video, check them out and be sure to vote for the Next Donut Campaign. Polls close on May 27, and the sm’OREO Donut is in the lead with a 7% margin over its closest rival.

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