Post on 14-May-2015
THE BANGIN’ESTDUNKIN DONUTS WESTERN EXPANSION
JENNIFER CORRIGAN
TAHIR HEMPHILL
CHRIS MEADMARTH WEST
RESEARCH FINDINGS
SINGLE MINDED PROPOSITION
CREATIVE CONCEPT NEW TAGLINE
CREATIVE EXECUTIONS
TOPICS
➤ RESEARCH FINDINGS
SINGLE MINDED PROPOSITION
CREATIVE CONCEPT NEW TAGLINE
CREATIVE EXECUTIONS
TOPICS
MAC SHIMMON DUNKIN DONUTS VP OF EMERGING MARKETS TALKS ABOUT THE VALUE SEEKING TRIBE MEMBERS IN THE WEST THAT DON'T YET KNOW THAT THEY ARE A PART OF THE DD TRIBE.
FOOD INDUSTRY CONSULTANT DARREN TRISTANO FROM TECHNOMICS: DESCRIBES DD’S AS LOWER THROUGH MIDDLE CLASS LOOKING FOR VALUE - A VERY GOOD COFFEE FOR A GOOD PRICE.
SIMPLICITY AND QUICK SERVICE MODEL: CUSTOMERS ARE IN & OUT NOT LINGERING LIKE IN STARBUCKS.
10,000 NEW STORES WEST OF THE MISSISSIPPI PLANNED FOR NEXT DECADE
RESEARCH FINDINGS
RESEARCH FINDINGS
➤ SINGLE MINDED PROPOSITION CREATIVE CONCEPT
NEW TAGLINE CREATIVE EXECUTIONS
TOPICS
DUNKIN' DONUTS:
IT JUST MAKES MORE SENSE.
SINGLE MINDED PROPOSITION
DUNKIN' DONUTS:
IT JUST MAKES MORE SENSE.FRUGAL GOURMET CHIC
SINGLE MINDED PROPOSITION
SINGLE MINDED PROPOSITION
RESEARCH FINDINGS
➤ CREATIVE CONCEPT NEW TAGLINE
CREATIVE EXECUTIONS
TOPICS
OUR COMMUNICATION IS UNPRETENTIOUS, HONEST AND CANDID. WE WANT TO SPEAK TO OUR AUDIENCE IN THE SAME WAY THEY SPEAK TO THEIR FRIENDS BY PRESENTING A PERSONALITY THAT OUR TARGET WILL RELATE TO, AND FEEL SMART ABOUT CHOOSING DUNKIN’ DONUTS.
CREATIVE CONCEPTS
SINGLE MINDED PROPOSITION
RESEARCH FINDINGS
CREATIVE CONCEPT ➤ NEW TAGLINE
CREATIVE EXECUTIONS
TOPICS
IT JUST MAKES SENSE.
CREATIVE CONCEPTS
SINGLE MINDED PROPOSITION
RESEARCH FINDINGS
CREATIVE CONCEPT NEW TAGLINE
➤ CREATIVE EXECUTIONS
TOPICS
CREATIVE EXECUTIONS
CREATIVE EXECUTIONS
CREATIVE EXECUTIONS
CREATIVE EXECUTIONS
CREATIVE EXECUTIONS
CREATIVE EXECUTIONS