The packaging for Donut Fries, sticks of donut dough in cinnamon
sugar that became available nationwide July 2, is "brighter" and "a
little more playful" than what Dunkin' has done before, says Sara
Hyman, North American CEO at Jones Knowles Ritchie.
The summer cups include one repeating the phrase "beat the heat"
and another repeating "iced" in bright colors that have already
been shared by brand fans on social media.
"It's a brand where you really want to use the pack as a
canvas," says Hyman.
Hyman says she reached out to Weisman about a branding update
soon after he joined Dunkin' last fall from Digitas LBi. "It has an
incredibly memorable and distinctive color palette, it's got
amazing typography," says Hyman. "Despite all that good stuff,
there's work to be done." In the agency's early work "there's still
pink, there's still orange, there's still Frankfurter, but
hopefully it just feels like a more fresh representation," she
More new looks are set to debut later this year.
Dunkin' Donuts has used its font since the 1970s, with orange
and pink prominently featured since the 1980s. A coffee cup was
added next to the name in 2002, and in 2006 it began using the
tagline "America Runs on Dunkin,'" created by the chain's former
longtime creative agency, Hill Holliday. Things haven't changed much
Dunkin' Donuts is looking to boost its popularity in its bid to
become, as the company says, "America's most-loved beverage-led,
on-the-go brand." Dunkin' Donuts, part of Dunkin' Brands Group
Inc., has already simplified its U.S. menu and is now updating the
look of its stores, opening more locations and emphasizing digital
ordering to tout its convenience. First-quarter U.S. comparable
store sales fell 0.5 percent, but the company expects such sales to
rise about 1 percent this year.
Weisman and Hyman say Jones Knowles Ritchie meets frequently
with Dunkin' Donuts' other new agencies. In April, Dunkin' Donuts
picked Omnicom Group's BBDO Worldwide as its new creative agency of
record and named Publicis Groupe's ARC/Leo Burnett to handle retail
and in-store marketing. "I tend to think a little bit more toward
specialization," Weisman says of the number of new agency
So, are there more agencies to be named in the near future? "Not
that I can think of," Weisman says, laughing.
In May, Dunkin' Donuts hired MullenLowe's Drayton Martin as VP for brand
stewardship, responsible for leading brand messaging across all
channels, reporting to Weisman. And in June, Dunkin' Donuts named a
Publicis Media team as its media agency of
record, with Digitas and Blue 449 handling media planning
In addition to Budweiser, Jones Knowles Ritchie has worked for
clients include Bud Light, Wheaties, M&Ms and Snickers, plus
smaller brands including snack line Hippeas and shaving
subscription service Bevel.