Dunkin v Starbucks

Dunkin Donuts

In history of Dunkin's advertising, they have had some nonsensical, humorous commercials. This ad from February of 2019 is just another example of those. However, they are just taking another play on their phrase, "America Runs on Dunkin." They use the expedition of Europeans in the 1400s to the Americas to set a precursor for the perfect, coffee-fueled America, almost as if it were the origin story of Dunkin. Of course they used humor in the ad, but they also use a historical event that is commonly known to add to that humor. It is all to make a joke on their slogan, saying that their happy American future "runs on Dunkin." They also appeal to a young audience with the reference to a Flat-Earth joke that was popular at the beginning of the year on social media.


Starbucks

Starbucks consistently stays on the "trendy" side of their advertisements. This January spot, similar to Dunkin's appeals to a social media user with the use of a hashtag and fun stickers like one might see on filters. They attempt to stay involved in their audience's lives with this strategy. The advertisement itself is personable and light, stating that anyone could have a perfect morning. That morning could involve saying yes to a Starbucks Blonde Flat White Coffee, but to each person their own. The ad is short and sweet and allows Starbucks' consumers to be connected to the brand through social media, making Starbucks part of their morning routine.


While both advertisements are fun and target a young adult audience, they use different styles and strategies to market their brand. Dunkin uses humor to tell a backstory of their famous "America runs on Dunkin" slogan, while using actors and a full display of some items that they have on the menu. They not only are advertising their brand, but the products consumers might enjoy from their menu. Starbucks, on the other hand, uses multiple clips of modern, morning situations with upbeat music to stir an emotion of joy when they think of Starbucks. It gets their audience involved and does not show much about Starbucks except for a few cups and the store logo in a few shots.