It comes as upscale rival Starbucks Coffee Co. delays the introduction of its new blended juice and tea beverage called Tiazzi.
Dunkin' Donuts also has a Chai Tea beverage in the works, in the vein of Starbucks' Chai Tea Latte drink.
FIRST HILL HOLLIDAY WORK
The 30-second TV spot for Fruit Coolatta, along with a second :30 for Coffee Coolatta, is the first work for Dunkin' Donuts from Hill, Holliday, Connors, Cosmopulos, Boston, which won the estimated $45 million account in April.
A major new campaign for the brand is slated for the fall.
In the fruit-drink spot, beachgoers flee the water as if running away from a shark, though they actually are running toward Fruit Coolattas. "Come see what all the excitement's about," voice-over says. The spot for the coffee beverage shows construction workers ignoring two women but going wild over a burly colleague bearing Coolattas. Voice-over: "Nothing's more beautiful on a hot day."
The fruit-drink commercial will run in markets that have the beverage-a national rollout is slated for next summer-while the coffee-drink commercial will run in spot TV in markets systemwide, said VP-Marketing Edward Binder.
At Starbucks, Tiazzi was slated for national introduction late last month, but a spokesman said the product was put on hold because of last-minute suggestions to improve it.
"During final product samplings before the launch, some of our employees provided us [with] some good insights about the beverage that will ultimately improve Tiazzi," he said.
Tiazzi will be launch-ed this month, backed by print, radio and outdoor ads from BBDO West, Los Angeles.
Andrew Barish, a restaurant analyst with BancAmerica Robertson Stephens, said iced beverages are a "big and growing part of the summertime beverage business." He said Tiazzi stands to be a good product for Starbucks, though not as strong as Frappuccino.
"If done right, it will be a nice new product for them with plenty of opportunities for line extensions," he said.