Dunkin’ Donuts announced that Miami-based Zubi Advertising has been appointed as the new Hispanic marketing and advertising agency. Zubi will be responsible for creative, digital and social media, promotions, public relations, and other Hispanic campaigns for Dunkin’ Donuts.
“Dunkin’ Donuts is committed to being the brand of choice for Latinos looking for high-quality food and beverages available fast, fresh and at affordable prices,” said John Costello, Chief Global Marketing and Innovation Officer for Dunkin’ Brands. “As the Hispanic population continues to grow, Zubi Advertising will play a creative and significant role in helping us identify meaningful opportunities to build brand loyalty and deepen our relationships with our multicultural guests.”
Dunkin’ Donuts has an increasing focus on serving and marketing to the rapidly growing Hispanic community. In 2012, the company launched an integrated Hispanic advertising and marketing campaign asking people, “¿Qué Estás Tomando?” (What are you Drinkin’?). The Spanish-language campaign introduced the brand’s first Spanish tagline, “América Se Mueve Con Dunkin’”, which is the equivalent to the general market tagline, “America Runs On Dunkin’.” In addition to its media advertising to Hispanic consumers, the company’s expanding multicultural marketing includes a recent partnership with Universal Music Latin Entertainment (UMLE) to make Dunkin’ Donuts coffee part of Latin music’s big night and local cultural events, including the Puerto Rican Day Parade in New York City.
“Dunkin’ Donuts realizes that marketing to ethnic groups has evolved to a broader approach that requires marketing to a multicultural nation,” stated Xavier Turpin, Director of Multicultural Marketing for Dunkin’ Donuts. “Zubi’s solid marketplace experience combined with their strategic approach, innovative ideas, and in-depth knowledge will accelerate our Hispanic marketing outreach and help us increase awareness of Dunkin’ Donuts with this growing and important community.”
“Dunkin’ Donuts is an iconic brand with a tremendously loyal following, and we are proud to become part of the Dunkin’ Donuts family,” said Joe Zubi, Chief Operating Officer for Zubi Advertising. “We look forward to working with Dunkin’ Donuts to help increase consumer engagement and enhance the brand equity within the Hispanic marketplace.”