DUNKIN' DONUTS PERFORMING MAGICAL PROMOTION
By Adnews Staff
Dunkin' Donuts of St. Laurent, Quebec is pulling white rabbits out of hats. The donut chain has launched a new promotion in Quebec featuring a "magic coffee ring." When the ring is slipped around a 10-ounce coffee cup, the heat from the coffee activates the ring, revealing a prize. Over a million magic rings are being distributed to participating Dunkin' Donuts locations in the province. The promotion is running until May 7, 2000 or until the rings run out. Prizes include 17 trips for two to any of the 40 countries in which Dunkin' Donuts operates, 10 Compaq computers, 150 mountain bikes and 500,000 instant win prizes. A supporting advertising campaign for the contest makes use of the "mini-sitcom" concept first introduced by the chain last fall. Radio and television ads will again feature "slice-of-life" moments within a Quebec family. This campaign will see the introduction of a new character in the family, the mother-in-law. Both the promotion and the campaign were created by Palm Publicite Marketing of Montreal. Promotional partners include Voyages AirPax, Voyages Funtastique, DTMdirect.com, Excellence Sports and Cycles Bonelli. Dunkin' Donuts operate 196 stores in Quebec.