Randolph, Mass.-based Dunkin’ Donuts, a baked goods subsidiary of Allied Domecq, will launch its new tagline this week, as part of an ongoing US$68m advertising campaign.
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The “Just The Thing” line will be heard first on 15 August, as it features in radio and television spots in the Boston area. From October, the new advertising tagline will be seen and heard nationally.
Dunkin’ Donuts has apparently been searching for a new tagline to “echo the changing times post-11 September”. After two years of development, the company abandoned its “Loosen Up A Little” campaign on this date, when it determined that “the tagline no longer fit with the mood and shifting priorities of the country”.
“We have been searching for a new phrase since pulling the “Loosen Up A Little” tagline last fall,” explained Ken Kimmel, VP, Dunkin’ Donuts concepts: “With ‘Just the Thing,’ we believe we’ve found a tagline that reflects the consumer’s experience at Dunkin’ Donuts, and also complements our business objectives to promote the many products available at Dunkin’ Donuts.”
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