Whether you were born and raised in New England, or just spent some time up here, you may have heard of Dunkin’ Donuts. For years, DD has been the leading coffee retailer in New England. They have never been afraid of competition and since has become quite acquainted with effective marketing.
Dunkin’ Donuts knows its heart is in New England, and they market for us. They have aligned themselves with the hometown favorites, the Boston Red Sox. Their commercials have featured players such as David Ortiz, Dustin Pedroia, Carl Crawford, and Adrian Gonzalez. If you are from the area, you know that the Red Sox have a huge following. So it is not surprising that New England’s two most popular names joined forces. You cannot watch TV without seeing a Red Sox player holding a cup of Dunkin’ Donuts coffee; especially if you are watching one of their games. They also have their great slogan, “America runs on Dunkin'”, that they put on many different products; such as mugs, shirts, and bumper stickers.
Introducing new products
This year, on national coffee day, DD is introducing a new product. They are going to start selling their own brand of bold, yet smooth (but never bitter) dark roast coffee. In order to introduce America to this new dark roast, Dunkin’s is giving a free medium dark roast coffee to everyone, all day, on national coffee day. There is nothing better then trying something for free. Usually companies will give little samples of their product, so customers can get a taste of what they are selling. Dunkin’s is not giving a mere sample, they are giving away the whole experience. I found out about this from one of their commercials and immediately wanted to try one. Dunkin’s can give away free coffee because they know that once people have that first cup, they will come back to buy another. This is a very effective marketing strategy that gets your product out to as many people as possible.
Hopefully you are lucky enough to go out and get your very own Dunkin’ Donuts dark roast coffee, and remember: