Dunkin' Chooses Anomaly as Its New Advertising Agency of Primary Focus
In a significant move towards contemporary advertising and brand relevance, Dunkin' has appointed Anomaly as its new creative agency of record. This partnership, which began in 2020, follows Dunkin's transition from its previous "Dunkin' Donuts" brand to simply "Dunkin'" in 2019, signaling a broader focus beyond just donuts.
The rebranding was a strategic shift that reflected Dunkin's commitment to offering a more diverse menu and a more modern positioning. This transformation coincided with ownership changes, as Dunkin' was acquired by Inspire Brands in late 2020.
Anomaly, impressed by Dunkin's brand ethos of "America Runs on Dunkin'", was appointed to orchestrate campaigns that align with Dunkin’s new brand focus. The agency will lead the overall creative strategy and development for Dunkin', with direct responsibility for national broadcast, digital video and audio, social, and out-of-home advertising development.
Rafael Acevedo, Dunkin's new U.S. CMO, expressed his excitement about the partnership. He stated that Anomaly's creative insights and approach would stay true to Dunkin's brand heritage and purpose, while also appealing to younger consumers and maintaining the loyalty of the brand's core base.
The initial offerings from Anomaly are expected to debut in 2022. This partnership symbolizes Dunkin’s commitment to contemporary advertising and brand relevance in a changing market. Dunkin' is excited to partner with Anomaly to write the next chapter in its history.
This partnership is part of a broader period of transformation for Dunkin'. Marketing leadership has evolved during this period to support the brand refresh and agency partnership. The collaboration between Dunkin' and Anomaly is a testament to the brand's adaptability and its commitment to staying relevant in today's fast-paced market.
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