America Does Run On Dunkin


Each morning after my three mile excuse for a workout, I head over to the local Dunkin Donuts to pick up an iced latte. Hey, I know it doesn't sound very manly but it just seems to taste a lot better than regular coffee. Anyway, each day I look at my Dunkin Donuts cup, branded with the new tagline "America Runs on Dunkin," and think, finally, an agency and a company that hit on a message which actually means something. Recently, there's been loser taglines like "Bold Moves" and "Leap Ahead" so it's refreshing to see Hill Holiday, Dunkin Donuts' agency, come up with a winner in "America Runs on Dunkin."

I love the tagline because it speaks directly to the "fuel" that many Americans depend on to get going in the morning. Just like re-fueling a car, that morning stop at the local Dunkin Donuts fills the tank with energy to keep one running all day long. While a 2003 research study found taglines not very effective, "America Runs on Dunkin" just feels right as well as actually says something, an admirable accomplishment in comparison to most meaningless taglines littering the current advertising landscape.

by Steve Hall    Jun-27-06   Click to Comment   
Topic: Agencies, Brands, Campaigns, Good, Opinion   

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Funny, I always thought it referred to those runny Morning Coffee Shits.

Posted by: growler on June 27, 2006 10:57 AM

I was sitting on the beach the sunday morning hungover staring at the D&D coffee cup and thought exactly the same thing.

Posted by: David Kern on June 27, 2006 4:07 PM

I thought the tagline was, "America has to run because of Dunkin"

Posted by: Anon on June 27, 2006 6:20 PM

Me I think they hit a winner! In my little corner of D&D land when you say the word "Dunkin" the world will shout "Donuts." That's very good!! The down side, is that the D&D coffee I had at 2:00 pm couple of days ago had been frying since the morning drive. It never made it out of the parking lot,I even think it melted the parking lot when I dumped it out. Good advertising and poor product.

Posted by: Roy on June 27, 2006 6:31 PM

LOVE the campaign.

I know I'm corny for admitting this, but I can't tell you how many days this summer (in Chicago) I've gotten in the car on a hot day, only to sing, "The back of my sticking to the pleather..."

Anyway, screw the tag. The songs carry the ads.

Posted by: Clay Parker Jones on June 27, 2006 8:53 PM