Dunkin’ Launches PR Push for Coffees

BOSTON Dunkin’ Donuts has selected Fleishman-Hillard to launch a new line of espresso beverages.

The New York-based Omnicom shop beat out Interpublic Group’s Weber Shandwick, Cambridge, Mass., in the final round of a review, according to Cindy Gordon, director of global communications at the Randolph, Mass.-based client.

Gordon said Fleishman’s demonstrated ability to create a fully integrated campaign, along with chemistry with the shop, was the key factor in her decision. Led by svp, partner Heidi Hovland and vp Jeanne McIntyre in New York, the Fleishman team has begun working on a multifaceted campaign that will launch in September.

Among the initiatives are a “coffee excellence education program” that will include trials to educated consumers in the Chicago, mid-Atlantic, North Carolina and Florida markets, where the company plans to focus its expansion, Gordon said. Also planned is a youth initiative to reach the college market, she said.

The budget is in the $1-2 million range.

The PR efforts will coincide with an ad campaign via IPG’s Hill, Holliday, Connors, Cosmopulos in Boston, which has worked with Dunkin’ Donuts since 1998.

Omnicom shop Cone, Boston, has been Dunkin’ Donuts’ lead PR firm since 1997 and participated in an earlier round of the review.