In the lecture you read, “a tagline… is meant to endure beyond the immediate campaign [and represents] the “one thing” that defines the product, service, or organization.” Share either a real-world example of a tagline or propose an original tagline for a product, service or organization. Your contribution should be one that has not been discussed and should be an example that illustrates the principles of effective copywriting.

Then, compare and contrast your contribution with your classmates by identifying which of all of the examples provided are the “best” examples and why.

“America runs on Dunkin”

Dunkin Donuts, also known as Dunkin is my favorite coffee chain. In 2006 Dunkin launched a multi-million dollar advertising campaign that revolutionizes the brand’s position by focusing on how Dunkin Donuts keeps busy Americans fueled and on the go (Dunkin Donuts). The campaigns are fun and showed Americans embracing their work, play and everything in between while enjoying their Dunkin Donuts coffee or donut every step of the way (BlueHead). According to John Gilbert, Dunkin Donuts vice president of marketing the new Dunkin Donuts brand essence is about invigorating the hard-working people that keep America running day-to-day” (Dunkin Donuts). This campaign that they ran with their tagline has an emotional connection with a wide spectrum of customers demographically. Dunkin has done well and is always busy when I stop by for my on to go order. They stayed true to their mission, promise, and their brand.

Reference

Dunkin Donuts. (April 10, 2006). Dunkin’ Donuts Launches New Advertising Camppaign “America Runs on Dunkin’ (SM)”. Retrieved from https://news.dunkindonuts.com/news/dunkin-donuts-launches-new-advertising-campaign-america-runs-on-dunkin-sm

BlueHead. (July 24, 2018). Top 10 Best Dunkin Donuts Commercials (2010-2018). Retrieved from https://www.youtube.com/watch?v=GoQjvR5dK_I

Ashley Traver

The tagline that I decided to go with is goldfish, “The Snack That Smiles Back! Goldfish!”. This was my favorite snack when I was younger just because of how much I liked that it smiled. When you see the commercial for it, you will see Finn their mascot, who is a goldfish wearing sunglasses, swim around and saying the tagline. The smile didn’t appear on the goldfish until 1997, forty years after it was first made. They thought it would be more enjoyable for people to see a smiling face on their snack. To this day I still enjoy the snack as well as the tagline which makes it more enjoyable for me.

Riley Wilsey

 

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