SBD/May 3, 2011/Marketing and Sponsorship

Dunkin' Donuts Recruits Several Red Sox Stars For New Ad Campaign

Dunkin' Donuts has signed several members of the Red Sox to launch the new "What Are You Drinkin'?" campaign that promotes the QSR's iced coffee. The campaign marks the first time four Red Sox players and a manager -- DH David Ortiz, 2B Dustin Pedroia, LF Carl Crawford, 1B Adrian Gonzalez and Terry Francona -- will star in a series of Dunkin' Donuts TV commercials and ads. The effort, via Hill Holliday, also includes radio and out-of-home activation. It will run throughout the MLB season (Dunkin' Donuts). In Boston, Thomas Grillo reports the campaign, a $1M effort, "marks the first time that so many Sox stars will appear in a series of Dunkin’ Donuts TV commercials and the first time Gonzalez and Crawford have lent their names to local advertisers." At Fenway Park yesterday, 100 fans "won tickets to a special 'What Are You Drinkin’ Fenway?' lunch through radio and Twitter promotions" (BOSTON HERALD, 5/3).
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