• by Karlene Lukovitz  @KLmarketdaily, March 29, 2012

Dunkin’ Donuts’ new, all-Spanish-language Hispanic campaign marks the first use of its long-time tagline in Spanish: “América se Mueve con Dunkin’ (America Moves With Dunkin’).”

The theme of the campaign -- Qué estás tomando? (What are you drinkin’?) -- parallels that of Dunkin’s multimillion-dollar general-market campaign, launched early last year.

In the general-market ads, “average Joes” are shown answering the question with: “I’m drinkin’ Dunkin.’” 

The Hispanic campaign, from Accentmarketing, Dunkin’s Hispanic agency of record, uses a documentary style, featuring Hispanic Dunkin’ coffee drinkers in their communities, where they were “discovered” and recruited to do the ads.

The coffee fans offer testimonials such as “Me pone de buen humor (It gets me in a good mood)” and “Se siente el sabor rico del café (You can taste the coffee’s delicious flavor).” These are followed by messaging reinforcement of the América se Mueve con Dunkin’ tagline.

The campaign’s creative employs insights about the brand’s Hispanic customers to authentically portray “the ways in which they move with Dunkin,’” said Luis Puerta, Accentmarketing’s VP group creative director.

The integrated campaign includes Hispanic television, radio, the brand’s site (there is a version with key elements in Spanish), social media, public relations and in-store promotions.  

The campaign “reflects the importance and the loyalty of our Hispanic consumers” and Dunkin’s’ focus on finding ways to deepen its relationship and brand loyalty among customers in multicultural communities, said John Costello, chief global marketing and innovation officer at Dunkin’ Brands. 

In recent years, in select markets, Dunkin’ has introduced limited-time and permanent menu items inspired by Latin culture, such as a Cuban Flatbread Sandwich and Café con Leche, Huevos Rancheros Wake-Up Wrap sandwiches and Latin-inspired donuts.