Multinational Starbucks Coffee Co. has grown familiar to criticism from anti-corporate hipsters and coffee lovers. Now competitor Dunkin' Donuts takes its shot at one of the most recognizable brands in the world with a new ad campaign that battles Starbucks on taste and preference.
In a nationwide taste test conducted by Dunkin' Donuts, 54.2% of participants preferred DD's coffee, while the remaining 39.3% went with Starbucks. The company's Starbucks-bashing is anything but subtle, with ads featuring phrases like "Friends don't let friends drink Starbucks" or their website title, "DunkinbeatStarbucks.com" - a very nice looking website surprisingly. However, the "anti- " strategy to me is not sustainable, and the "angry" campaign could shadow Dunkin's true brand image and damage the relationships with Starbucks customers who also eat at DD. However, the company is going all out, using words like "truth" in their messege of spreading 'the truth' about Starbucks.
While I believe the comical aspect is a creative approach for Dunkin', it shouldn't become the focus of the company's marketing communication strategy. Their strategy should highlight those taste-test results as well as align the Dunkin' brand with the needs of their market. Expanding market share while pleasing the originial customers is one of the hardest challenges retailers face. Dunkin' has the right idea here, the brand ID/design is cute and modern, with a vintage feel. They are at least taking the steps to create something new and continue to remind customers why Dunkin' Donuts matters.
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