THE BANGIN’ESTDUNKIN DONUTS WESTERN EXPANSION

JENNIFER CORRIGAN

TAHIR HEMPHILL

CHRIS MEADMARTH WEST

RESEARCH FINDINGS

SINGLE MINDED PROPOSITION

CREATIVE CONCEPT NEW TAGLINE

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➤ RESEARCH FINDINGS

SINGLE MINDED PROPOSITION

CREATIVE CONCEPT NEW TAGLINE

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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

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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

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➤ CREATIVE CONCEPT NEW TAGLINE

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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

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IT JUST MAKES SENSE.

CREATIVE CONCEPTS

SINGLE MINDED PROPOSITION

RESEARCH FINDINGS

CREATIVE CONCEPT NEW TAGLINE

➤ CREATIVE EXECUTIONS

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CREATIVE EXECUTIONS

CREATIVE EXECUTIONS

CREATIVE EXECUTIONS

CREATIVE EXECUTIONS

CREATIVE EXECUTIONS

CREATIVE EXECUTIONS