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Allied Domecq’s Dun-kin’ Donuts unit early in September will unveil a multimedia brand-building campaign from Hill, Holliday, Connors, Cosmopulos introducing the tagline “Loosen up a little.”
The light-hearted effort, budgeted at $60 million, represents “a long-term strategy” to define the Randolph, Mass.-based chain’s 3,500 domestic doughnut shops in terms of the role they play in consumers’ daily lives, said Maura Rearden, director of advertising for Dunkin’ Donuts.
An effort was made to portray the client’s doughnut shops as “little comfort zones.
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