Dunkin’ brews up more big-celebrity endorsers
It started with Rachael Ray.
But Dunkin’ Donuts doesn’t look like it’s going to stop with just one big-name star. More recently, reports surfaced that volatile supermodel Naomi Campbell had filmed a commercial for Canton-based Dunkin’. And that the spot’s director is reportedly actor Zach Braff, of “Scrubs” fame.
Dunkin’ Donuts is staying mum on its future marketing plans. But the coffee and doughnut chain appears to be shifting its marketing tack toward major celebrities.The question is, why?
As Dunkin’ is spreading its reach into new markets across the country, it’s trying to boost its cachet through national and even international celebrities, industry experts said. “As it tries to become a national brand, it has to move west,” said Darren Tristano, executive vice president of Chicago-based food industry consultancy Technomic. “The west is California. The west is Hollywood.
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