Hill, Holliday Fashions Coffee Break for Dunkin’

BOSTON Dunkin’ Donuts today launches a pair of separate multimedia campaigns, each valued at $15 million, through Interpublic Group’s Hill, Holliday, Connors, Cosmopulos here, a client representative said.

One salvo celebrates the Allied Domecq-owned brand’s 50 years of making coffee and employs the overarching theme “Coffee Excellence” and a new themeline, “Loved by all,” though the company’s year-old tagline “Just the thing” remains. One of three 30-second TV spots in that effort features an appearance by former Fantasy Island actor Ricardo Montalban, who waxes poetic about Dunkin’ coffee while sitting beside a woman on a park bench.

The other campaign promotes Dunkin’s new espresso-based beverages; it employs hidden-camera-style photography in locations such as an elevator and a sidewalk cafe as Dunkin’ employees enter the scene to put lattes and cappuccinos into the hands of unsuspecting consumers.

Randloph, Mass.-based Dunkin’ spent nearly $45 million on ads last year and about $25 million through the first six months of 2003, per TNS Media Intelligence/CMR.