Though Dunkin' Donuts is not on the west coast, I've still been interested in observing its ad campaigns since we did the project on Dunkin' for the ad and promotion class.
In this difficult time, practicality is king. Selling coffee? Caffeine, that actually keeps you running, can help you make better sales than taste. Now they don't talk about how good the coffee smell or taste anymore. The only thing they want to say is: the coffee will help you through all these challenges!
In this campaign, Dunkin' uses the substitution of part of its name, (Dun)kin', for "can". Obama called for changes and told us " Yes We Can!" Dunkin' wants to tell us the same: Yes You Kin'!
Here is also the Obama "Yes We Can" music video by will.i.am.