In 2006, Dunkin’ Donuts, presently known as Dunkin’, launched a new campaign: “American Runs on Dunkin’.” This slogan and diagram portrayed Dunkin’ Donuts as a nationwide movement that supports the American people as they pursue their busy and tiring lives to keep up with American culture and pursue their desires. This launch came at a pivotal time for the company as they had recently been bought out by three private equity firms for $2.4 billion. These private equity firms took control of the franchise and enacted a plan to grow significantly and triple in size in ten years.
The debut of this new tagline coincided with the timing of the new business plan for the company. With a revamping of Dunkin’ Donuts, there was a prime opportunity in time to market a new tagline. The kairotic nature of this opportunity allowed consumers to realize that America would see a new and improved Dunkin’ Donuts, a company that could keep our society energized and functioning.
If Dunkin’ Donuts was not making any changes other than launching a new slogan, this campaign would not have been effective. Without the business buzz of the private investment, consumers would not have perceived Dunkin’ Donuts as capable of running forwards with the rest of our country.
However, the private equity firms’ purchase of Dunkin’ Donuts caught the attention of many consumers. Launching a new campaign while they were in the spotlight strategically allowed consumers to form a new perception of Dunkin’ Donuts. Furthermore, the moment of kairos, amidst the launch of the new marketing strategy, persuaded consumers that Dunkin’ Donuts was changing for the better and becoming a company that could be a staple in their daily lives.
I agree that this was the perfect time for a new slogan. With the new purchase of Dunkin’, the citizens of America were all talking about this new purchase and it made the slogan more effective.
This is topic I never would have thought of but you went deep into it and found some very interesting info on the rebranding of Dunkin and how well it worked.
I had no idea where or when Dunkin Donuts started their currently slogan. I found it really interesting that this change came with a change to the entire company, although it makes sense. I like how this is an example of kairos that did not need to coincide with a huge event world wide, but instead just a change in a company.
Hi, my name is Yuko Fitzgerald I am a US citizen (Japanese National)
Once I asked my husband why the Dunkin Donut TV commercial saying “American runs on Dunkin” – he told me it’s just a joke saying all the policemen in the movies are eating donuts and not doing anything. Is that true?
I don’t think so. It’s just in the movies right?
But anyway so I googled it.
I thank google for the accurate information and I sincerely thank you all for your service.
I love all movies. They are so funny.