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.