New ads claim Dunkin' java beats Starbucks
Dunkin' Donuts of Canton, the coffee-and-baked goods chain, said it is launching new ads today that high-lights a survey in which discerning joe drinkers said they prefer Dunkin' Donuts coffee to java from Starbucks.
The campaign also includes a new website titled "Dunkin' Beats Starbucks."
According to Dunkin' Donuts, which is in the midst of a national expansion effort, A&G Research Inc. conducted a taste test in May and June in Atlanta, Boston, Chicago, Cleveland, Dallas, Detroit, Los Angeles, Miami, New York City, and Starbucks' home turf, Seattle.
Dunkin' Donuts said that "476 adults, each of whom had consumed regular, hot brewed coffee within the past week, participated in this double-blind taste test. For the test, A&G Research used fresh packaged coffee purchased in each brand's stores, tested each brand's most popular flavor (Dunkin' Donuts Original Blend versus Starbucks House Blend), brewed the coffee using equipment recommended by each brand and served it black."
According to Dunkin' Donuts, one key finding of the survey was this: 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.
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."
(By Chris Reidy, Globe staff)