Faculty of Communication and Media Studies

Bachelor of Communication (HONS) Advertising (MC244)

INTEGRATED MARKETING COMMUNICATIONS

INDIVIDUAL ASSIGNMENT :
Dunkin' Donuts Flavor Radio (2012 Cannes Lions) Campaign Review

PREPARED BY :
SHARIFAH ELIS NADHIRAH BINTI SYED MOHAMMAD RITHUAN

STUDENT ID :
2022765435

GROUP :
MMC244(2D)

PREPARED FOR :
MADAM NURUL HANANI OMAR
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TABLE OF CONTENT

NO. CONTENT PAGE

1. Introduction: Dunkin’ Donuts Background 2

Summary: Dunkin’ Donuts Radio Campaign 3-4

2. IMC Perspective 5-6

3. Support Media Used In Campaign 7-8

4. Conclusion 9-10

5. References 11
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INTRODUCTION: DUNKIN’ DONUTS BACKGROUND

Donuts are a comfort meal that makes people smile and feel happy. Just seeing the

exquisite food on television or in advertising instantly reminds them of how taking a bite off of it

is a fantastic feeling and produces happy emotions. Donuts work well with a decent cup of

coffee, the beverage providing warmth and flavour that balances the sweetness of the donuts.

Dunkin' Donuts is one of the places where people go when they want the perfect blend of donuts

and coffee, living up to its name.

Dunkin' Donuts was founded in 1948 by William Rosenberg as "Open Kettle," a coffee

and donut company based in Quincy, Massachusetts. Coffee was ten cents and donuts were five

cents. Later, he changed the name to "Dunkin' Donuts" as a rebranding since he felt the prior

name was not memorable and did not offer the business a purpose. The name "Dunkin' Donuts"

is self-explanatory, with the premise that customers will enjoy the heavenly combination of

dipping donuts in coffee. Rosenberg's goal is to serve good coffee and donuts efficiently and

courteously in modern, well-stocked establishments, which is still true today.

Dunkin' Donuts has grown into a popular franchise, with a selection of pastries and

coffee that continues to expand, and over 12,500 locations worldwide, making it the world's

largest chain of doughnut shops. People continue to enjoy Dunkin' Donuts because it is

convenient and delicious, and this trait has not changed. Looking at the expansion of Dunkin'

Donuts, it is amazing that it is still going strong despite the introduction of new competitors in

the food market all over the world today. It takes a lot to keep up with the steady influx of

competitors, but Dunkin' Doughnuts was clearly the pioneer in serving donuts and coffee, and it

is something that customers remember.

SUMMARY: DUNKIN’ DONUTS FLAVOUR RADIO CAMPAIGN

Trends may be a solid basis for the company, and the coffee market has seen an increase

in demand from people of all ages who are interested in checking out new coffee menus and café

hopping. As a result, cafés have sprung up to capitalise on this commercial potential, and

Dunkin' Donuts is no exception. "The city of coffee" is a nickname for Seoul, South Korea's

capital, because it is home to over 200 Starbucks locations, not to mention competitors such as

The Coffee Bean & Tea Leaf and other local cafés that are available internationally. Dunkin'

Donuts is a competitor, but it is losing ground since it typically projects the image of a doughnut

franchise rather than a coffee business, which its competitors are better known for, making it less

likely for coffee aficionados to visit. People had forgotten the fact that the Dunkin' Donuts

emblem is and has always been a slightly slanted cup of coffee because they were too focused on

the pastries.

Due to the hustle and bustle of Seoul, many individuals use public transportation to get to

work early in the morning. This is one of the most significant marketing opportunities,

particularly in a large city such as Seoul, which has a population of 9.7 million people. With so

many people, traffic congestion is a major issue, therefore many prefer to ride buses and

subways. Because everyone is in one spot, this is also a wonderful opportunity for businesses to

showcase their products. It also leads to them crowding coffee shops, particularly in the morning,

for their daily caffeine fix. As a result, Dunkin' Donuts is on a quest to become one of the first

locations people think of when they want to start their day with a good cup of coffee. However,

rather than the more traditional method of selling items, Dunkin' Donuts took a more creative

strategy to attract potential customers to achieve the desired results during the campaign.
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Weary consumers are sick of the same old advertisements. The disadvantages of adopting

the traditional route are that they are readily overlooked. According to Sridharan (2020), an

average person is exposed to approximately 1,500 advertising or brand messages every day. As a

result, they were unable to digest all of the information and will tune out the majority of it.

Selective attention is quite widespread in consumer behaviour, and it prevents many

advertisements from reaching the intended target. It will be tough to adequately capture their

interest unless you use a more unique approach.

Dunkin' Donuts ramped up its game to a new level by installing air fresheners that emit a

coffee aroma only when the Dunkin' Donuts jingle is heard in their radio advertisement, targeting

a certain set of customers who love their morning coffee. Not only that, but these mechanisms

were strategically distributed throughout the city, including public transportation. Having a

coffee scent sprayed in the vicinity where individuals were packed in one location together had

made these individuals go wide-eyed upon recognizing it, and they were all displaying positive

responses towards the campaign.

In summary, Dunkin' Donuts used bus stops primarily to display its printed

advertisements around Seoul, which aided in convincing consumers that they needed to stop at

their local Dunkin' Donuts right away. This increases consumer desire to try the coffee after

catching a whiff of the delightful aroma. To boost their chances of attracting potential

consumers, Dunkin' Donuts had placed their outlets relatively close to bus stops, making it more

convenient for their customers to visit directly after getting off the bus. The effort dramatically

increased their awareness during the course of the campaign, greatly benefiting their business.
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IMC PERSPECTIVES

Integrating Marketing Methods (IMC) are an integration of all marketing tools that

maximises customer efficacy while minimising costs (Bagaria, 2021). Advertising, primarily

radio advertisements, was the primary IMC tactic used during the Dunkin' Donuts campaign.

According to Colling (2018), radio commercials offer certain advantages that keep them relevant

to this day. Because 93% of people tune in to AM/FM radio to listen to music or hear the latest

news updates, radio commercials are one of the most effective ways to reach a large audience

(Nielsen, 2017). Dunkin' Donuts employed this technique because it is assumed that buses as

well as other public transit vehicles have radios installed inside. Targeting the small set of people

who use various modes of transportation allows them to involuntarily experience the Dunkin'

Donuts radio campaign. People in these areas are more likely to listen to the radio, despite the

availability of mobile music apps such as Spotify.

Dunkin' Donuts' radio advertisement consisted of a jingle and a dialogue between a

couple. Placing the jingle ahead of time alerted folks to the fact that it was a brand

advertisement. According to Leighton (2018), jingles that serve well are those that are

entertaining, interesting, and memorable. The Dunkin' Donuts jingle is simple, lighthearted, and

has a nostalgic feel to it because it ends with a trumpet-like sound, which was a common

instrument at the time. The subsequent conversation went something like this-

Woman: I got coffee for you too, honey!

Man: Wow~! Where did you get this? It smells delicious!

Woman: At the Dunkin right here!

Man: Dunkin`s coffee is waiting for you right at your stop.

The advertisement ran for 14 seconds and conveyed the intended message that they

promote Dunkin' Donuts coffee because it smells good and is waiting for consumers right at their

stop. According to Williams (2004), radio advertising is typically 15 to 60 seconds long. Having

only a brief excerpt would typically not get much information out to listeners, but the way the

Dunkin' commercial finished with "Dunkin' coffee is waiting for you right at your stop" made it

plain and precise that individuals who get off their stop should immediately try it out for

themselves. They also carefully timed the ad to appear whenever a stop is imminent, allowing

people to head to Dunkin' Donuts immediately.

SUPPORT MEDIA USED IN CAMPAIGN

Setting up the coffee-scent diffuser was an innovative use of sensory marketing to

persuade potential purchasers to taste the coffee at Dunkin'. According to Barloso (2021),

sensory advertising is a marketing approach that draws consumers through the senses of sight,

touch, smell, and taste. This multisensory strategy will be able to capture the audience's attention

and make the brand memorable in the thoughts of the consumers. Using these senses provides

consumers with a more personal sensation since they are able to engage more deeply in it; it feels

very much like being in a 4D cinema; the movie becomes much more exciting when the

experience feels real.

The coffee aroma being triggered solely by the melody of the Dunkin' Donuts

commercial is unusual and not a common marketing approach. The smell is a far more

challenging sense to connect with, yet Dunkin' Donuts manages to do it in a very subtle and

effective way. The brand's image, which was previously associated with powdered sugar,

jelly-filled doughnuts, or other pastries, has now been replaced by a wonderful coffee scent.

People who rush to work early in the morning, unmotivated and eager to get through the day as

soon as possible, are suddenly swept away by the lovely smell of caffeine.

According to Nield (2018), a study was conducted in which two groups of students,

totalling 57 in each, answered Graduate Admission Test (GMAT) mathematic problems while

one group was exposed to a coffee fragrance during the test. The results showed that one group

performed much better than the other. They also discovered that simply breathing the smell made

students feel more inclined to perform better on the test, which was confirmed not to be a
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placebo effect because they performed well. Another study found that the smell of coffee is

associated with a feeling of alertness and energy when compared to other odours or scents. This

factor may also be seen in the public's reaction when they became more awake and focused on

the commercial immediately after the coffee scent was sprayed from the areas where the

diffusers were located. The smell, while appealing to the broad public, would become enticing to

coffee enthusiasts who brighten up whenever the word "coffee" is mentioned.

Dunkin' Donuts evidently utilised two sensory marketing elements: smell and hearing.

Radio ads are still an efficient way to market brands since listening is an automatic action that

allows messages to reach the audience at any time of day. People enjoy listening to wonderful

music just as much as they enjoy learning about new subjects. As previously stated, the ad was

just 14 seconds long and focused on a discussion, which is preferable since, as the phrase goes,

"less is more." People become confused or bored when they hear commercials that try to pack

everything into a short period of time.

The catchy jingle is a fun approach to incorporate their brand, plus the message that

claims they can just go out and have access to the exact product makes it more successful and

appealing to people. As a result, the campaign produced satisfactory results for the company,

which has seen a 29 % boost in sales for the stores placed around bus stops. This demonstrated

that integrated sensory marketing had an effect on consumers.

CONCLUSION

In my opinion, the Seoul Dunkin' Donuts campaign was an incredible method to market

coffee that was previously not sought after by inhabitants of that city. They had created a

mind-blowing approach to promote such a simple beverage that even other major businesses had

not attempted before. It also demonstrated that Dunkin' had thoroughly evaluated this concept

because they had a clear goal in mind, particularly morning coffee drinkers who would

undoubtedly respond positively when exposed to the aroma of their favourite beverage. The IMC

tools and support material that were employed were not something that could be created and

implemented in a single day, despite the fact that the campaign was accomplished successfully.

The most important aspect of this ad was, of course, the fact that only the original

Dunkin' Donuts jingle activated the coffee smell diffuser. It demonstrated how technology can do

amazing things when people push its bounds. Having those devices installed in public

transportation makes it more appealing to those who board it since it is not a typical device to

have in there, while also enhancing the mood and ventilation. As we can all assume, the early

congestion in such a large city would force individuals to snuggle close like packed tunas.

Not only that, but airing the ads at times when passengers would be arriving at their stop

where they could easily stop at the nearest Dunkin' Donuts was well-thought-out and

undoubtedly had plenty of research carried out to make this an effective campaign. The brief

message ad would be less successful if there were no available outlets near the bus stops, which

were also decorated with a Dunkin' Donuts advertisement. The sequence was flawless since the
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coffee smell, radio advertisement, and exiting the stop to view a visual ad make it more

persuasive because they would not be able to get the thought of the Dunkin' coffee out of their

minds.

Dunkin' Donuts had clearly lifted the bar in marketing after executing such a spectacular

campaign, effectively breaking through the preconception that they only served doughnuts at

their franchise, and that coffee beverage was not their speciality. They are now on a level with

their coffee competition, if not significantly better because they are now known for what their

true market was, which was dunking doughnuts in their perfectly brewed coffee. This campaign

has strengthened the legacy and significance of Dunkin' Donuts as a brand and serves as a

brilliant example for many advertisers that are receptive to change.

REFERENCES

Agency, T. (2021, December 15). How to use sensory marketing to boost brand appeal. Thrive
Internet Marketing Agency. Retrieved June 19, 2022, from
https://thriveagency.com/news/sensory-marketing/

Bagaria, A., professional, A. B. A. marketing, Atishaya, Esther, Anjo, vala, D., & Akash.
(2022, May 7). Integrated marketing communication - meaning, tools, & examples.
Feedough. Retrieved June 19, 2022, from
https://www.feedough.com/integrated-marketing-communication-meaning-tools-example
s/.

Daszkowski, D. (2018, September 24). The delicious history of Dunkin' donuts. The Balance
Small Business. Retrieved June 19, 2022, from
https://www.thebalancesmb.com/the-history-of-dunkin-donuts-3973232

Leighton, B. (n.d.). The importance of jingles for Advertising Your Business. Leighton
Broadcasting. Retrieved June 19, 2022, from
https://blog.leightonbroadcasting.com/blog/the-importance-of-jingles-for-advertising-you
r-business

Nield, D. (n.d.). Even just the smell of coffee could actually perk up your brain, study shows.
ScienceAlert. Retrieved June 19, 2022, from
https://www.sciencealert.com/coffee-smells-are-enough-to-perk-up-the-brain

Sridharan, M., About the Author: Mithun Sridharan I am Mithun Sridharan, & Sridharan, I.
am M. (2022, May 19). Selective perception marketing: How can big data help? Think
Insights. Retrieved June 19, 2022, from
https://thinkinsights.net/digital/selective-perception-marketing-big-data/

Williams, R. H. (2011, February 18). Business - Radio ads: How long should they be?
Entrepreneur. Retrieved June 19, 2022, from https://www.entrepreneur.com/article/72584