Thursday, April 20, 2006

Out Of The Grease: Lots of people are watching Dunkin' Donuts right now with interest, including me.

See, the company wasn't doin' so hot. They were known for one product (three guesses what it was) which wasn't all that popular during the heat of the low-carb craze. So the company started to re-think its strategy. One of the first things they realized was that they weren't that different, in positioning and products, from one of the most popular companies in America, one that was making a ton of money, one that's on practically every corner. Yup, you guessed it.


But since they didn't have big enough parking lots to put in gas pumps, they looked at another big company that was even closer to their model--Starbucks.

So the company ended up with this challenge: To completely recreate themselves in the public mind. To take their already established brand, but reinvent the way people perceived it.

Obviously, they couldn't just crib Starbucks. They had to figure out what things made them appeal to a slightly different market than the Starbucks crowd.

See, one of the key things about marketing that a lot of people don't realize is that nobody markets to everybody. Just because you make toothpaste doesn't mean you market to everybody with teeth. Anybody here going to let your ten-year-old daughter brush her teeth with Close-Up?

Heck, no. Because Close-Up is make-out toothpaste. You're going to be a good parent and get your kid to brush with Crest, because Crest is a family toothpaste ("Look, Ma! No cavities!").

So Dunkin's goal is to be just enough off from what Starbucks is to capture a slightly different market, those for whom Starbucks isn't quite a perfect fit.

I've been watching this with interest. Could the company pull itself up by its bootstraps, shifting the perceptions of America? Or would it be a shark jumpin' new Coke kind of moment?

Imagine my surprise when they enlisted the help of my favorite band. Yup. Those twin quasars of Rock and Songs That Get Stuck In Your Head are doing the new Dunkin' Donunts spots.

You can see all the spots on the marketing company's blog.

Anybody got any favorites?

Doin' Things is probably the best ad, but you gotta smile at the Pleather.

1 comment:

theFrog said...

I don't even want to think of what it means that my grandmother would only let me bruch with Close-Up when I was visiting her.