Thursday, April 10, 2008

Dunkin’ Donuts Fritalian -Humorous PR Move

In efforts to make fun of the names Starbucks has for its coffee, Dunkin’ Donuts has created a commercial that has gained attention nationwide. The 30-second TV advertisement features customers ordering a hot cup of coffee, but for some reason, cannot pronounce the name. The customers sing the following song in this commercial, while deciding what to order. "My mouth can't form these words. My mind can't find these words. Is it French or is it Italian? Perhaps Fritalian.”
In the end of the commercial, Dunkin’ Donuts encourages its customers to purchase coffee at their establishment. Two reasons are offered. First, the customer can order the coffee in English. Second, because “America runs on Dunkin’”.
There is a noticeable difference in names and sizes between Starbucks and Dunkin’ Donuts. Dunkin’ Donuts uses names such as Original Blend, Dunkin’ Decaf, French Vanilla and Hazelnut for their coffee. Starbucks uses names such as Organic Sumatara-Peru Blend, Pike Place Roast and Brazil Ipanema Bourbon. Dunkin’ Donuts has a small, medium, large and extra large. Starbucks has Tall, Grande and Veniti.
Due to its humor, both establishments are gaining publicity from this commercial. The public relations campaign for Dunkin’ Donuts is doing its best to increase its number of customers. Dunkin Donuts a competitor for Starbucks? Perhaps not. And if you are not in the mood for a coffee, try a donut?

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