May 2, 2011: Dunkin' Donuts wants to know, "What can Red (as in Boston Red Sox) and Green (as in Green Monster) do for you?"
The QSR destination is extending its "What Are You Drinkin'?" campaign to include four members of MLB's Red Sox and their manager: David Ortiz, Dustin Pedroia, Carl Crawford, Adrian Gonzalez and Terry Francona, respectively.
Canton, Mass.-based Dunkin' Donuts said the quintet would appear in a series of Dunkin' Donuts TV spots as well as radio, out-of-home and Internet. It will run throughout the Red Sox season.
Launched in January, the "What Are You Drinkin'?" campaign "celebrates its guests' dedication and passion for Dunkin' Donuts coffee [and] reinforces customers' unique connection to the brand. Lead agency is Hill Holliday, Boston.
Previous members of the Red Sox who appeared in Dunkin' Donuts marketing include former players Johnny Damon, Curt Schilling and current player Jonathan Papelbon. Ray Allen of the Boston Celtics is among the other local pro athletes signed with Dunkiin' Donuts.
The players and their manager were introduced during a media event at a Boston Dunkin' Donuts location on May 2, during which the new TV spots were unveiled.
The new effort also included a hundred Dunkin' Donuts customers who won tickets to a special "What Are You Drinkin' Fenway?" lunch through radio and Twitter and Facebook promotions.
The campaign piggy-backs with Dunkin' Donuts' "Caught Cold" effort. Since October, Dunkin’ Donuts has been rewarding its Iced Coffee consumers with free tickets to Boston Bruins and Boston Celtics games via an interactive promotion.
"Nothing says New England like combining Dunkin' Donuts with the Boston Red Sox. This campaign highlights how the team runs on Dunkin'."
Dunkin' Donuts said it would present free Red Sox tickets every Wednesday throughout the summer to anyone "Caught Cold" drinking a Dunkin' Donuts Iced Coffee. (Full details here.)
"Nothing says New England like combining Dunkin' Donuts with the Boston Red Sox," Michael Mahon, manager of field marketing for Dunkin' Donuts in Boston, said in a statement. "This campaign highlights how the team runs on Dunkin' — whether it's iced coffee with a turbo shot for Pedroia or an iced mocha coffee for Gonzalez — the customization and energy options we provide for our loyal guests is uniquely Dunkin'."