America Runs On Dunkin’
With plans for huge national expansion in 2006, it was crucial for Dunkin’ Donuts to refresh and articulate its brand in existing markets and define and introduce it in new ones. The strategic approach that led to the launch of this campaign went beyond just talking about Dunkin’s beloved coffee and other products, instead focusing on the big-picture role that Dunkin’ plays in peoples’ lives: that Dunkin’ is how the everyday people that keep America running, keep themselves running every day. The ‘running man’ logo and visual language I designed for the campaign reinforce the active nature of the brand, and the broadcast and all other elements take a fun look at the variety of ways that Dunkin’ keeps people running.
Creative Director / Art Director / Designer: Tim Foley, Creative Director / Copywriter: Tim Cawley, Art Directors: Bob Pirrmann, darren Bult, Copywriters: Scott Noble, George Kuokos, Neal Hughlett, Mark Nardi, Strategist: Justin Holloway
Prior to launching “America Runs on Dunkin’” I spent eight years leading and working on creative for Dunkin’ Donuts, across all brand touchpoints, including over 100 commercials. An example of one of those old favorites is shown below.