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Gen-Z Media Opps: Dunkin' Brands considering acquisition by Inspire Brands, increases ad spend (Score 66)

Baskin-Robbins brands.

Dunkin' has done relatively well since the pandemic since it started investing in its digital business before the outbreak of the global pandemic, making the transition to contact-free takeout easier. The company already started to advertise its fall- and holiday-themed beverages.

According to iSpot, Dunkin's 2020 national TV spend targeted Gen-Z with a slight male skew, with top targeted shows including NHL Hockey, America's Got Talent, Family Guy, The Office and South Park. YTD spend of around $97m marks a slight (6%) rise from the roughly $91.1m spent by this point last year. The company's full 2019 spend increased by 7% to $109.8m from $90.8m in 2018.

So far this year, Pathmatircs reports Dunkin' has generated 5b digital impressions via Facebook (47%), Instagram (35%), desktop video (9%), Twitter (5%), desktop display (3%) and mobile display (1%) ads. Estimated YTD spend of $38.3m more than doubled the estimated $18.7m spent in the same 2019 timeframe; Dunkin's full 2019 spend grew by 3% to $22.4m from $21.7m in 2018.

Additionally, Magellan reports Dunkin' has aired 525 podcast ads within the past year, primarily on female-centric programs.

The company has been focused on improving customer experience via improved digital tech, which will appeal to younger (Gen-Z and millennial) consumers in search of contact-free service. Kantar data reports Dunkin' also invests in OOH, print (newspapers), radio and local broadcast.

Agency & martech readers - If this deal goes through, it could lead Inspire to seek new agency partners for Dunkin,' which hasn't shifted its roster since appointing chief digital and strategy officer Philip Auerbach here.