Dunkin’ Bows Breakfast Push

“Nothing says morning like Dunkin’ Donuts.” That’s the tagline of three TV spots breaking this week and airing in 50 markets across the country for the next two months.
Spending is estimated at $10 million.
The tagline is exclusive to this promotion of breakfast products and coffee and has not been adopted by the client as a new overall corporate positioning, said Maura Rearden, advertising manager at Dunkin’ Donuts, a unit of Allied-Domecq in Randolph, Mass.
Like the nearly two dozen spots created by Boston-based Hill, Holliday, Connors, Cosmopulos since it won the client’s creative and media chores last year, the new commercials continue to use Dunkin’ Donuts’ products as the catalyst for all the action and seek to humorously portray consumers’ devotion to the brand.
One 30-second TV spot, titled “Art Gallery,” introduces the chain’s cinnamon buns, a product intended to drive new customers into stores. The ad marks the Dunkin’ Donuts debut of copywriter John Hart and art director Aryn Anderson.
Radio ads, billboards, point-of-purchase materials and newspaper inserts accompany the TV spots.