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The Boston Herald reports that Dunkin’ Donuts is launching a new, $25 million advertising campaign that 1) focuses on coffee, not doughnuts, and 2) stresses the fact that the company’s hot beverages offer consumers a physical as well as spiritual revival.

The slogan being employed in the campaign: “Bring yourself back.”

"One of the most prevalent and powerful needs today is the need for the ritual to revive,'' John Gilbert, Dunkin's vice president of marketing, told the paper. "It's something that's done frequently, and clearly our product with caffeine offers physical revival, but also emotional revival. We set out to define that on our terms.''
KC's View:
We mention this because it is our impression that Dunkin’ Donuts has done a better job than Krispy Kreme, at least to this point, in redefining its retail experience in terms of the coffee – which helps it avoid at least some of the problems caused by the low-carb craze.

Certainly Krispy Kreme is trying much the same thing, but Dunkin’ Donuts seems to have a head start…not least because coffee always was an intrinsic part of the experience.

We also sort of like the notion of creating the image of Dunkin’ Donuts being restorative. Certainly, the company could easily push the image too far…but there’s something to be said for being offensive about the shopping experience, not defensive.

When was the last time anyone suggested that going to the supermarket was a revitalizing experience? And yet, it should be – it is the place from which you fill the larder, provide for your family’s health and nutrition, and acquire the products that can bring great pleasure and satisfaction. But almost nobody casts it that way…rather, it always is about prices and coupons and speed.

Which strikes us as being defensive.