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Marketing is the foundation of any business nowadays because no business can compete in the marketplace today without successful advertising. The amount of advertising is a crucial factor in determining a business’s sales volume. Additionally, it strengthens the relationship between the client and the company. Advertising campaigns are a type of marketing that enables businesses to communicate with a specific audience (Danaher et al., 2020). There are numerous excellent examples of promotional marketing initiatives that have boosted sales and a company’s brand.
Dunkin’ is among the best illustrations of a successful advertising campaign launched. The coffee chain ran a promotion with the hashtag #DunkinAtHome to encourage consumers to create Dunkin’ from home using its products (Cabra, 2021). By making Rapunzel the central focus of all of their advertisements, Dunkin’ took this campaign a step further. The narrative of the ad videos and other promo materials shows Rapunzel in her castle, claiming that she prefers not to be saved like in the traditional fairy tale. Instead, she prefers to stay at home with her Dunkin’ coffee, which she considers incredible (Cabra, 2021). This Rapunzel motif is used by Dunkin’ throughout the campaign as a novel method to draw in new and old customers.
The #DunkinAtHome campaign from Dunkin’ is a brilliant example of imaginative and captivating advertising. The company modernized a traditional tale to persuade people to purchase and utilize their Dunkin’ products at home. Such a creative approach boosted the company’s sales and increased its image in both local and international markets. Moreover, this ad marketing campaign was not expensive compared to other global brands, like Starbucks. Overall, this example showed that using a solid and captivating narrative is a successful strategy in advertising.
References
Cabra, C. (2021). Dunkin’ at Home Rapunzel Commercial.Commercial Song. Web.
Danaher, P. J., Danaher, T. S., Smith, M. S., & Loaiza-Maya, R. (2020). Advertising effectiveness for multiple retailer brands in a multimedia and multichannel environment. Journal of Marketing Research, 57(3), 445–467.
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