Moment of Stardom: Dunkin’ Donuts Hires Average Joes for New Coffee Ads

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One pound bags of Dunkin' Donuts Original Blend coffee are on display at a Dunkin' Donuts store in Tewksbury, Massachusetts

REUTERS/Jessica Rinaldi

There was a time a cup of joe required little more than a coffee can and coffee maker. (Via The Boston Globe)

The best part of waking up is no longer a morning affair. Coffee drinking is an all-day entity, aided by the presence of more than enough chains to fill an individual’s caffeine wishes. Beyond time of day, coffee temperature standards have also changed, with customers opting for both hot and iced drinks around the clock.

(See advice from an expert on how to drink coffee well.)

With that in mind, Dunkin’ Donuts has turned to a new marketing pitch filled with people directly responsible for that reality — everyday folks that make purchases at their restaurants. The Boston Globe reports that the company’s “What Are You Drinkin’?” bit features consumers that were selected via an open casting call last November.

The 30-second segment profiles 10 Dunkin’ enthusiasts, who share different reasons why they’re “Drinkin’ Dunkin'”. Dunkin’ Donuts representatives told the Globe that the push is geared toward letting individual customers tell their story. Considering we’re in an age where a cup of coffee can cost $3 to $7, that pricey purchase might as well include an opportunity to become a television-commercial extraordinaire.

(See 15 people who had 15 minutes of fame in 2010.)