A Party on Caffeine

Employees of Cone Communications must have downed more than their usual allotment of Dunkin’ Donuts coffee when they decided to create Wednesday’s Fred the Baker fete.
The moustachioed donut maker will be carried “Cleopatra-style” in a litter to a stage in Boston’s Copley Square after parading up Newbury Street with dozens of Fred look-alikes. To cap it off, a 20-foot donut will descend into an equally large cup as Fred prepares to announce his decision on whether to retire.
“We thought it would be a fun way to celebrate Fred,” explained Peggy Barresi, vice president of Cone. “He’s been an incredible contributor to the Dunkin’ Donuts brand.
Insiders told Adweek that actor Michael Vale, who first began “to make the donuts” 15 years ago, is looking forward to less commercial involvement and a possible reinvention of his role at the Randolph, Mass.-based chain. –Sarah Jones