page_title: Dunkin' Donuts
section_title: Marketing
hierarchical_section_title: Dunkin' Donuts / Marketing
caption_attribution_description: English: Launch party of the co-branded Saucony X Dunkin’ Kinvara 9 running shoe.
context_page_description: Dunkin', also known as Dunkin' Donuts, is an American multinational coffee and doughnut company. It was founded by William Rosenberg in Quincy, Massachusetts, in 1950. The chain was acquired by Baskin-Robbins' holding company Allied Domecq in 1990; its acquisition of the Mister Donut chain and the conversion of that chain to Dunkin' Donuts facilitated the brand's growth in North America that year. Dunkin' and Baskin-Robbins have been subsidiaries of Dunkin' Brands, headquartered in Canton, Massachusetts, since 2004. The chain began rebranding as a "beverage-led company", and was renamed Dunkin', in January 2019; while stores in the U.S. began using the new name, the rebranding will eventually be rolled out to all of its international stores.
  With approximately 12,900 locations in 42 countries, Dunkin' is one of the largest coffee shop and donut shop chains in the world.
  Its products include donuts, bagels, coffee, and Munchkins donut holes.
context_section_description: The company's current slogan is "America Runs on Dunkin'". In March 2009, the company unveiled the alternate slogan "You 'Kin Do It!" and launched a $100 million ad campaign promotion. Dunkin' Donuts' "It's Worth the Trip" campaign starred sleepy-eyed "Fred the Baker" and featured the catchphrase "Time to make the donuts". It won honors from the Television Bureau of Advertising as one of the five best television advertisements of the 1980s. Fred the Baker was played by actor Michael Vale for 15 years until his retirement in 1997.  The catchphrase was used in the title of founder William Rosenberg's autobiography Time to Make the Donuts: The Founder of Dunkin' Donuts Shares an American Journey.
  Dunkin' Donuts changed its slogan in March 2006 to "America Runs on Dunkin'". They Might Be Giants songs were featured in a series of advertisements of new products to boost summer sales. In 2007, a series of Dunkin' Donuts commercials referred to the fictional language "Fritalian".  "Is it French? Or is it Italian?" sings a chorus of customers facing a long menu of non-English terms. "Perhaps Fritalian?" was created by Hill Holliday to "poke fun at pretentious Starbucks-style coffee chains, with patrons attempting to order hard-to-pronounce lattes." The commercial was interpreted as a deliberate mocking of Starbucks. The commercials' punch line is: "Delicious lattes from Dunkin' Donuts. You order them in English". It has been a point of discussion that latte, cappuccino, and espresso are loanwords from Italian which have no equivalence in English. The commercials, however, refer to the Starbucks ordering language itself, poking fun at words such as grande and venti. Further commercials in 2007 more directly mocked Starbucks, with a customer ordering a "large" and being chastised to use the term "dieci".
  Rachael Ray starred in commercials for Dunkin' Donuts beginning in 2007. In May 2008, Dunkin' Donuts removed a commercial from its website featuring Ray wearing a scarf with a black and white paisley floral design, in response to columnist Michelle Malkin's claims that the scarf resembled the keffiyeh worn by Yasser Arafat and therefore a sign of support for terrorists. Dunkin' Donuts pulled that commercial off the air, leading to criticism of the company's perceived kowtowing to special interests.
  In 2017, the company announced that it would begin testing the name of simply "Dunkin'" at some retail locations, as they would like to be thought of as a destination for coffee, its most profitable product. The branding would be implemented in other locations in the latter half of 2018 if it was successful. The brand announced that it would officially be known simply as Dunkin' in September 2018.
  On April 3, 2018, Dunkin' Donuts teamed up with the Massachusetts shoe manufacturer, Saucony to produce a strawberry-frosted donut themed running shoe to commemorate the 122nd running of the Boston Marathon. The Saucony X Dunkin' Kinvara 9 came in a donut box and the heel of the shoe was covered in rainbow sprinkles.
caption: Launch party of the co-branded Saucony X Dunkin’ Kinvara 9 running shoe.
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