If you’ve had your coffee for the day, maybe you can now try this 2-question test with me. 

Q1: What’s Dunkin’s tagline?

Q2: Now, can you remember the taglines of any other coffee brands such as Starbucks, Peet’s Coffee, etc.?

If you are able to easily remember Dunkin’s tagline compared to the rest, here’s why:

Dunkin’s tagline, unlike its competitors, is not primarily about Dunkin. It’s about us.

Peet’s Coffee’s tagline is “From Bean to Brew, for the perfect cup.”

Starbucks’ latest tagline is “Coffee that inspires,” because yes, they keep changing their tagline over time. 

In fact, they have now moved away from taglines to the catchphrase – “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”

I don’t think any human will recall that catchphrase unless they work in the marketing department at Starbucks.

Dunkin’s tagline though, is, “America runs on Dunkin.”

It’s primarily about America, how it runs daily, and that Dunkin is privileged to power America as it runs daily.

In fact, their tagline is not just about the individual customer, but also collectively about the nation.