Clear and simple: Dunkin’ Donuts is now officially called, ‘Dunkin.’ Since Tuesday the company announces the big change in social media and the other platforms.
The 68-year-old donut company keeps its origin for the products and will continue to sell them. Although the grand switch will take hold in early 2019 when the new name will start to appear on the cups and ads and store signs.
The change comes 12 years after Dunkin’ Donuts began running ads featuring the tagline “America Runs on Dunkin'” created by Hill Holiday, the former longtime creative agency of the brand.
The famous Frankfurter font and the familiar pink and orange imagery stays the same way, while the new logo will start to appear on the brand’s website, social media platforms, packaging and advertising. The brand tested the new logo and will roll it out on all new and remodeled stores in the US and throughout the globe.
Jones Knowles Ritchie worked for the design while BBDO New York and Publicis’ agency Arc Worldwide created the branding, plus Digitas and Blue 449 for media buying and planning. As part of the new name push, Jonas’ social media campaign offers the chance to win Dunkin’ friendship bracelets, on the premise that the brand it on a first-name basis with its fans.
Dave Hoffman, CEO of Dunkin’ US, commented,
This isn’t a change for the sake of change. Our new branding is a clear signal that there is something new at Dunkin’. It says we are a dynamic, on-the-go brand yet still pays homage to our great heritage. We really do find in today’s world there’s great energy in the simplicity of just Dunkin’.
Tony Weisman, Chief Marketing Officer at Dunkin’ also commented,
Dunkin’ is a shorter, simpler more modern version of who we’ve always been.
Bonus: Do you know that Dunkin’ Donuts’ first name was Open Kettle?