Something's Brewin' at Dunkin'

Dunkin’ Donuts took the gloves off in its battle against rival Starbucks with the October 21 launch of its "Dunkin Beat Starbucks" campaign featuring a national blind taste test where Dunkin’ coffee was preferred over Starbucks. Has the campaign resonated with coffee drinkers?


*Daily reach is the number of people that visit a website on a given day
as a percentage of all U.S. Internet users online that day.
  • 45,516 people visited the dedicated microsite dunkinbeatstarbucks.com the week ending October 25
  • Weekly traffic to dunkindonuts.com jumped 61% to more than 196,000 the week after the initial media launch
  • The daily reach of dunkindonuts.com saw a temporary increase on October 26 & 27

So, will the battles for coffee drinkers continue? Starbucks has already launched a new media campaign with a TV ad during Saturday Night Live offering free coffee to voters on Election Day. Daily reach to Starbucks.com the day before the Election skyrocketed. Coincidence? Not likely.

Below is some advice from one coffee drinker.

Taste matters. So does staying top of mind with coffee enthusiasts.
Creative marketing campaigns that break through the media clutter and reach coffee enthusiasts regardless of their brand preference may help to grow the overall market, even if only temporarily. Consumers who visited both Dunkin Donuts’ and Starbucks’ sites last week jumped to more than 485,000, its highest level since mid-September.

Stay true to your brand promise. Make sure your brand strikes a chord with the coffee drinkers that are core to the brand’s identity. Go beyond demographic-inspired or comparison pricing messages to see how the behavior of your coffee drinkers differs from your rival’s. Find out what we’re searching for, our attitudes, and where we spend time online versus (hint — I have been known to spend time on hsus.org versus either Dunkin’ Donuts or Starbucks despite my love for and daily cup of, coffee!). How would you reach and engage me?

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