Researching Dunkin' Donuts
Today, October 7th, 2019, me and a few partners were assigned a short commercial project as our first project in my AICE Media class. Based off the list of options we were given, we eventually came to the conclusion that we were going to be making a mock Dunkin' Donuts commercial, and we began our research in class. Here are my findings, at least, so far after watching about 12 commercials:
The main things i've found that are common in DD commercials are of course, the setting, which mostly takes place in random areas of the world. Offices, the beach, inside of Dunkin' Donut's establishments, even in regular people's homes. The color scheme is kept mainly orange and pink to reflect the colors of the company's logo, and a worker (not sure if it's an actor or someone who really works there) is shown talking to a customer or something along those lines. Either that, or it's just regular people at work or outside, being offered coffee. In DD and fast food commercials in general, donuts or whatever food product is being advertised is flashed all over the screen. A close up is done of the product, showing it off as if they were saying "Look! Imagine eating this right now, it looks amazing, doesn't it?". The name of the product is also shown next to it or straight on top of it, just to make the name obvious to whoever the audience may be.
Many of the DD commercials i've watched show a dramatic shot of coffee beans falling down or being thrown out of a bag. Steam coming off of that fresh, hot cup of coffee that was just made seconds ago. Sometimes even a coffee machine is shown pouring the coffee if it's advertising something like the Keurig cup pods DD offers. It shows someone drinking it, probably surrounded by a smiling group of people all enjoying their drinks together, to try and make the audience feel as if they were there with the people in the commercial. Of course, DD doesn't only sell coffee, they literally have 'Donuts' as part of their name, but coffee has always been one of their biggest selling points. Even out of personal experience, i've heard about DD's coffee countless times in my life, either that or they get associated with other coffee places like Starbucks (or Tim Horton's if you live in Canada). I plan on featuring coffee AND donuts as part of my project, so I figured I should also find a few old ad's for their donut specials.
In terms of donuts, Dunkin' is actually the place I like to get my own donuts from (double chocolate or glazed donuts), and I know that's easily their biggest money maker. Teachers bring in Dunkin' for their classes as rewards, bosses bring in Dunkin' for their employees sometimes as a celebration, and some people just like to eat them alone. But in general, most people don't just order one donut, they order a box of 6 or of a dozen to bring around to friends or family. Because of this, many commercial's made for DD's end up also including big flashing letters on the screen about deals or sales on their donuts, like 2 for $5 or the free donut they let you have on National Donut Day. They always show a very large array of donuts, like the ones covered in sprinkles and frosting, or the one full of jelly inside. Powdered donuts, one's dunked and entirely made of chocolate, even special seasonal ones end up being extremely popular because of the advertisements they put out. For the holidays, they sometimes put out little pink ones for Valentine's Day, or ones with purple/orange/black frosting for Halloween. All of their commercials typically include some kind of deal or very dramaticized showing of the product. Either that, or an actor's reaction to it.
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