Dunkin' Donuts Coffee: A Marketing 50 Case Study

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Talk about going out with a bang: While Dunkin' Donuts retail coffee was being divested by Procter & Gamble Co. to J.M. Smucker Co. in October along with the rest of P&G's coffee business, the Dunkin' effort was posting hot results.

The joint venture with the food-service brand, with marketing led by P&G, racked up first-year sales of close to $200 million after its launch in early 2007.

Leading the marketing effort on Dunkin' at P&G was Brand Manager Audra Schlegel, 29, who's staying with P&G and in June became global brand manager of Olay. "Certainly, I'll miss it," she says of Dunkin' Donuts coffee.

Ms. Schlegel cites strong TV and print advertising from Hill Holliday; publicity by RF Binder Partners; packaging that stood out on the shelf bearing the shops' distinctive look; and an extensive in-store and event demo effort. "Once people try it," she says, "they come aboard."
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