Sweet Inauguration Day Marketing from Dunkin' Donuts
Alexandra Choli — January 23, 2009 — Social Good
References: benjerry & trendcentral
The Obama inauguration has provided a number of ideas for brands to market their products. Advertising campaigns at Dunkin’ Donuts and Ben & Jerry’s are in tune, bringing an even sweeter taste to the historical event.
Dunkin’ Donuts launched their “You Kin’ Do It” campaign, offering the Stars & Stripes donut: an All-American red-frost donut sprinkled with red, white and blue chocolate stars. Eying this yummy treat makes it hard not to celebrate the nation’s 44th president!
Ben & Jerry’s, on the other hand, tagging along the popular Obama campaign slogan, is promoting its original Butter Pecan ice cream with the “Yes, Pecan!” motto. Until the end of January you can indulge in some buttery frozen dessert in Scoop Shops around the country, while the proceeds will be donated to the Common Cause Education Fund.
And probably, after the prolonged inauguration rejoicing, we will find “Yes I Can” a must for our diet manifesto.
Dunkin’ Donuts launched their “You Kin’ Do It” campaign, offering the Stars & Stripes donut: an All-American red-frost donut sprinkled with red, white and blue chocolate stars. Eying this yummy treat makes it hard not to celebrate the nation’s 44th president!
Ben & Jerry’s, on the other hand, tagging along the popular Obama campaign slogan, is promoting its original Butter Pecan ice cream with the “Yes, Pecan!” motto. Until the end of January you can indulge in some buttery frozen dessert in Scoop Shops around the country, while the proceeds will be donated to the Common Cause Education Fund.
And probably, after the prolonged inauguration rejoicing, we will find “Yes I Can” a must for our diet manifesto.
Trend Themes
1. Hopevertising Campaigns - Brands can create patriotic marketing campaigns around historical events to evoke emotional connections with consumers, like Dunkin' Donuts' 'You Kin' Do It' campaign.
2. Popular Slogan Promotions - Following popular political slogans (like 'Yes We Can') is a way to create a sense of community with consumers, as seen with Ben & Jerry's 'Yes, Pecan!' promotion.
3. Seasonal Treat Offerings - Leveraging themed treats, like Dunkin' Donuts' Stars & Stripes donut, can create buzz and encourage consumers to indulge during holidays or special events.
Industry Implications
1. Food and Beverage - By offering limited-time treats with patriotic themes or partnering with community organizations for charitable donations, food and beverage brands can create emotional connections with consumers around historical events.
2. Marketing and Advertising - Developing timely and creative advertising campaigns that leverage historical events and popular slogans can help marketing and advertising professionals engage consumers in a more meaningful way.
3. Non-profit and Charitable Organizations - Partnering with brands for promotions or donations, like Ben & Jerry's did with the Common Cause Education Fund, can help non-profit and charitable organizations raise awareness and funding around important social issues.
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