Slam Dunkin’


Dennis Hahn at ID Branding in Portland, OR thinks Dunkin’ Donuts could have reached deeper into its toolbox than to challenge Starbucks on taste.

…this campaign reeks of the same old tired ad-driven approach. And a taste test no less! Is this the best you could do?

According to Ad Age, the chain has gone after Starbucks before, poking fun at the snob factor associated with the premium chain.

At the dedicated microsite, DunkinBeatStarbucks.com, the chain appears to be taking a page from McDonald’s, which trumpeted the Seattle launch of its McCafe coffee business with UnsnobbyCoffee.com. At that site, consumers could stage an “intervention” for friends who were spending too much on their coffee. At the Dunkin site, consumers can “spread the truth” by sending e-cards with messages like, “Friends don’t let friends drink Starbucks.”

I don’t mind the taste test like Hahn does. There’s nothing wrong with a proven method, as long as you bring some fresh thinking to it. If Dunkin’ and their agency, Hill | Holiday, are to be faulted, it’s on execution, not strategy.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. After working for seven agencies in five states and freelancing for several more, I ventured out on my own in 2009. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing effective integrated marketing solutions to mid-market clients.