Next week Dunkin' Donuts will launch a new national ad campaign featuring its customers.
The first in a series of 30-second TV commercials re-enacts the story of Pam from Brockton. Stuck in traffic with coworkers, she remembers there's a Dunkin' nearby, walks a mile for coffee and returns to find the car in the same place. While an actress portrays Pam, Dunkin' may use real customers or their voice-overs in future spots.
"Dunkin' is a really interesting brand in that it has just intensely loyal customers," said Tim Foley, executive vice president and creative director of Hill Holliday, the Boston ad firm developing the campaign. "I think a lot of people are going to recognize themselves in these stories."
They are starting with a $10mill budget but are also looking to expand to radio, outdoor and print.