Dunkin' Donuts Retires an Icon, Begins Work on New Ad Strategy

BOSTON-Dunkin’ Donuts has retired its famous pitchman of 15 years and is now plotting a fresh approach.
Fred the Baker, a.k.a. 73-year-old actor Michael Vale, last week publicly revealed his decision. The announcement followed a parade staged by Dunkin’ Donuts and its recently hired public relations agency, Cone Communications in Boston.
Vale, crowned “Dunkin’ Donuts’ Diplomat,” will continue to work for the company in a public relations capacity and in support of charitable causes. “Wherever you find a doughnut, I won’t be far behind,” Vale promised, to the laughter of the crowd.
Asked how the company plans to build on its success with Fred, Dunkin’ Donuts retail concepts officer Will Kussell admitted, “It’s always a challenge.