Dunkin’ Brands and Coke enter marketing agreement

Rebecca Prescott3 Apr 2012

Dunkin’ Brands Group, the parent company of Dunkin’ Donuts and Baskin-Robbins, and The Coca-Cola Company have entered a multi-year product and marketing agreement.

Under the new agreement, more than 9,400 Dunkin’ Donuts and Baskin-Robbins restaurants across the US will begin the conversion to serve Coca-Cola products this month.

In addition to its soft drinks such as Coca-Cola, Diet Coke, Coke Zero and Sprite, Coca-Cola will provide Dunkin’ Donuts and Baskin-Robbins locations with an array of juices, enhanced waters and energy drinks. The agreement also includes provisions for the development of various marketing and promotional programs each year between the brands.

Coca-Cola products will be available in all Dunkin’ Donuts and Baskin-Robbins restaurants in the US by August.

John Costello, chief global marketing and innovation officer, Dunkin’ Brands, said: “We’re delighted to announce this alliance among three of the world’s most recognised and beloved brands – Dunkin’ Donuts, Baskin-Robbins and Coca-Cola.

"We believe our customers will be thrilled to learn that all their favourite Coca-Cola products, from soft drinks, to juices, to enhanced waters and energy drinks, will now be available at Dunkin’ Donuts and Baskin-Robbins. This partnership is all about giving our customers an even greater array of outstanding beverage choices.”

Chris Lowe, president, foodservice and on-premise, Coca-Cola refreshments, said: “The incredible combined brand appeal of Dunkin’ Donuts, Baskin-Robbins and Coca-Cola make this an ideal relationship. We look forward to bringing a great selection of Coca-Cola products to Dunkin’ Donuts and Baskin-Robbins customers and to leveraging our joint marketing capabilities to create innovative, engaging promotions designed to drive beverage sales and growth at both restaurant chains.”

Source: Dunkin’ Brands

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