Honoring individuals who embrace both value and values, as well as unabashed creativity in marketing their clients, Brandweek has announced the 2009 Brandweek Marketer of the Year award winners, including Dunkin’ Donuts, America’s all day, every day stop for coffee and baked goods. Dunkin’ Donuts is profiled in this week’s Brandweek print issue and on Brandweek.com. The winners were honored at a special dinner reception on September 15 at the Central Park Boathouse in New York City.
Dunkin’ Donuts was selected for introducing authentic advertising that reflects the brand essence and the company’s understanding of what people need to keep themselves and the country running. The company is credited for listening to its customers and shining the spotlight on the accomplishments of hard-working people, while reinforcing that Dunkin’ Donuts will continue to fuel their busy day and provide a bit of happiness for a good value.
Frances Allen on Why America Runs on Dunkin’
Frances Allen, brand marketing officer for Dunkin’ Donuts, talks with Adweek’s Eleftheria Parpis about Dunkin’ Donuts’ growing market share, despite competition from McDonald’s McCafe, Starbucks, and others. Allen boasted that the chain makes the best coffee in America, having beat Starbucks in various taste tests. She said Dunkin’ Donuts is constantly looking to introduce innovative products like the recently-launched DDSmart line for health-concious consumers. While Allen didn’t disclose what’s coming down the pike this fall, she said the company has “many tricks up [its] sleeve.” B randweek
“If making the sale were that easy, we’d have 1,200 marketers of the year instead of just 12. Marketing is hard, especially today,” said Brandweek Editor-in-Chief Todd Wasserman. “The Brandweek Marketers of the Year consistently make new rules and then break them, reinventing the best way to connect with consumers and make a product resonate. We applaud their efforts and congratulate them.”
“We are extremely excited that Dunkin’ Donuts has been recognized as one of the top leading marketing companies in the country,” said Will Kussell, President & Chief Brand Officer for Dunkin’ Donuts Worldwide. “Under Frances Allen’s leadership and direction, Dunkin’ Donuts has developed numerous innovative marketing campaigns that resonate with consumers and promote the value we bring every day to busy people on the go. Our continued success in this area is an important part of our future, and we are very pleased that Brandweek has given Dunkin’ Donuts this distinct recognition.”
In October 2008 Dunkin’ Donuts solidified its position as a coffee leader with its “Dunkin’ Beat Starbucks” marketing campaign, shining the spotlight on the results of an independent taste test showing that a significant majority of U.S. coffee drinkers preferred Dunkin’ Donuts coffee over Starbucks. Dunkin’ Donuts continued its success in June 2009 with the “Breakfast NOT Brokefast” campaign. The newest iteration of the popular “America Runs on Dunkin'(R)” campaign declared that in these challenging times, a fast and delicious breakfast needn’t cost Americans more than pocket change. Hill Holliday is the advertising agency of record for Dunkin’ Donuts.
Brandweek’s Marketer of the Year Awards are presented to an outstanding list of marketers selected by a panel of Brandweek editors. All candidates are scored by merit and marketplace efforts that not only speak for themselves in terms of brand performance and sales, but can be traced back to individuals.
Video interviews with winning marketers can be found at www.brandweek.com/moy