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CINCINNATI - A licensing agreement inked with Procter & Gamble (P&G) here and Dunkin' Donuts will find the latter's coffee available in select retail outlets nationwide by mid-August, and more broadly in September.
Sales in grocery stores, mass merchandisers, club stores, and drug stores are intended to complement Dunkin' Donuts own stores' expansion efforts, and signal a long-term, strategic brand-building move for the company.
Select retailers are already promoting the brand in stores and in circulars to alert consumers to the fact that Dunkin' Donuts coffee is "coming soon."
As the latest addition to the P&G coffee portfolio, the Dunkin' Donuts brand joins its other premium labels such as Folgers Gourmet Selections and Millstone. P&G Coffee will be responsible for manufacturing, distributing, and marketing Dunkin' Donuts packaged coffee to U.S. retail outlets.
P&G Coffee said it will support the launch through a national multifaceted marketing campaign, elements of which include:
-- Advertising: Boston-based Hill Holliday will create an integrated advertising campaign including network TV, national consumer print, and local radio ads that reinforce Dunkin' Donuts' current positioning of "America Runs on Dunkin'."
-- In-Store: Tying into the advertising campaign, materials developed by The Integer Group include point-of-sale tools such as 3-D displays to provide greater stopping power at the point where consumers are making their purchase -- in the coffee aisle.
-- Online: IMC2 has developed a product introduction page at www.dunkinathome.com and will initiate online sampling from the site in the upcoming months. The close of 2007 will bring a themed site in conjunction with an online advertising campaign.
-- Packaging: LPK and P&G developed packaging for the Dunkin' Donuts brand in a way that will be "ownable" and distinctive to the grocery store environment. To provide consumers with the Dunkin' brand experience for their at-home coffee ritual, LPK and P&G used the proprietary Dunkin' orange as the dominant packaging color, which creates great stopping power at the shelf. On the package, a high-intensity coffee image drives the product appeal and the use of the iconic Dunkin' coffee cup reinforces the brand's equity.
-- Public Relations: A consumer-facing online and offline public relations campaign designed by RF Binder will build brand buzz, and drive trial and sales of the Dunkin' Donuts brand in store. The initiative includes sponsorship of running races across the country to reinforce the advertising positioning.
The coffee will be available in both ground and whole varieties, with 12 oz. packages at a suggested retail price of $7.99 and 40 oz. packages for a suggested retail price of $15.99.