Last week in the interview we watched with Gary Kenton, he mentioned how advertising presents audiences with a multitude of messages. Not only do they present a persuasive message about their product or company, but they also present a message about society.
This statement struck a chord with me. I am currently in a Writing for PR and Advertising class which directly correlates with his comment. We have been researching companies and their advertisements. Recently we have been looking at Krispy Kreme and its comparison to Dunkin’ Donuts.
We concluded that Dunkin’ Donuts makes use of the societal trend of being on-the-go. Their whole campaign strategy is this idea. The slogan, “America runs on Dunkin’” uses a play on words to capture both the idea that we as Americans need Dunkin’ to survive, but also the fact that we literally run with it. There is no time any more for a slow-paced lifestyle. They have taken this societal trend and used it to fuel their whole business.
I have seen a lot of commercials for Dunkin’ lately, but I went back and looked up one of the first commercials of this campaign. I have provided the link below. The commercial consists of coffee being poured into an ever changing coffee cup to signify both the longevity and tradition of Dunkin’ and its adaptation to the world of today when the commercial finally ends with a styrofoam take-away cup.
This campaign really resonates with what Gary Kenton said because it not only sells its product to the world of today, but helps to manufacture this idea that the world of today is constantly moving and therefore you need a Dunkin’ to-go cup in your hand.