Behind the Rebrand: How Dunkin' Retooled Its Marketing to Become a Beverage-First Company

Coffee chain plans long-term rollout

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The coffee chain formerly known as Dunkin’ Donuts surprised consumers last September when it dropped ‘Donuts’ from its name, becoming simply Dunkin’. After introducing the change with a tongue-in-cheek campaign—proclaiming it was on a “first-name basis” with consumers—the brand rolled out new packaging this past January to reflect its shortened name.

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This story first appeared in the April 15, 2019, issue of Adweek magazine. Click here to subscribe.