Dunkin' Donuts' New Ads Takes It to Starbucks

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Dunkin' Donuts' New Ads Takes It to Starbucks

CANTON, Mass. -- Dunkin’ Donuts, the coffee chain based here, is launching new ads today highlighting a survey in which coffee drinkers said they prefer Dunkin' Donuts coffee to java from Starbucks, The Boston Globe reported.

The campaign also includes a new Web site titled "Dunkin' Beats Starbucks."

Dunkin' Donuts is in the midst of a national expansion effort. The chain commissioned A&G Research Inc. to conduct a taste test in May and June in Atlanta, Boston, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami, New York and Starbucks' home turf, Seattle.

According to the chain, 476 adults who regularly consumed regular, hot brewed coffee within the past week participated in a double-blind taste test of fresh packaged coffee purchased in each brand’s stores. A&G tested each brand’s most popular flavor (Dunkin’ Donuts Original Blend vs. Starbucks’ House Blend), brewed the coffee using equipment recommended by each brand, and served it black, according to newspaper report.

The result: Among all participants, 54.2 percent preferred Dunkin' Donuts coffee, compared with 39.3 percent who chose Starbucks, while 6.3 percent expressed no preference, according to Dunkin' Donuts.

Dunkin' Donuts said in a press release: "Beginning on national television today, a new spot will depict vignettes of hard-working Americans who have taken a blind taste test during their busy daily routines. A poll-taker seeks their vote and makes a checkmark on a clipboard to illustrate the results. The spot, which was created by (Boston ad agency) Hill Holiday, offers an entertaining, light-hearted approach that leaves the unmistakable message that consumers prefer Dunkin' Donuts coffee over Starbucks."