Dunkin' Brands reveals Anomaly as its new creative advertising agency.
Since 2018, Dunkin' has undergone several major changes, including a significant rebranding, menu innovations, and marketing leadership appointments.
Brand Rebranding (2018-2019)
On September 25, 2018, Dunkin' officially dropped the word "Donuts" from its name and logo, rebranding simply as Dunkin' to emphasize its broader menu offerings beyond donuts, such as espresso, cold brews, and breakfast sandwiches. The brand introduced a new streamlined wordmark logo featuring a single word, Dunkin', retaining the signature orange and pink colors but with a cleaner, more modern look. Dunkin' also created a custom font called Dunkin Sans, inspired by 1970s typography and optimized for digital usage, with a notable bright pink apostrophe in the logo.
Product and Menu Innovation
Dunkin' introduced new product innovations, including cheese lattes and coconut lattes, aligning with digital-first and convenience trends in the coffee industry. It has also moved toward cleaner labeling by eliminating artificial colors from all its doughnuts in the U.S. as of 2025.
Leadership and Marketing Updates
The 2018 rebrand was strongly associated with CMO Tony Weisman, who communicated the shift to a "first-name basis with America." However, recent developments suggest new leadership roles. While the latest explicit appointment details for Dunkin's U.S. Chief Marketing Officer (CMO) or a new creative agency were not directly stated in the available sources, the 2018 rebrand and subsequent marketing efforts have been led by Tony Weisman. Recent interviews and updates imply ongoing strategic marketing to maintain Dunkin's evolving brand and competitive position.
New Partnerships and Future Plans
In a recent development, Dunkin' has appointed Anomaly as its new creative agency of record. Anomaly will have direct responsibility for national broadcast, digital video and audio, social, and out-of-home advertising development for Dunkin'. The agency's initial offerings for Dunkin' are expected to debut in 2022.
A new U.S. CMO, Rafael Acevedo, was hired by Dunkin' this year. Acevedo expressed excitement about partnering with Anomaly to write the next chapter in Dunkin's history.
Dunkin' has been adapting aggressively to rising competition in the U.S. coffee market, including challenges from emerging players like Chinese brands Luckin Coffee and Cotti Coffee, emphasizing speed, affordability, and technology.
Expansion Strategy (Contextual)
While not specific to Dunkin', QSR industry reports note general fast-food expansion trends. Dunkin' aims to open 1,000 net new restaurants globally by 2028 (300 in the U.S.), showing a growth focus consistent with the broader brand evolution.
In summary, since 2018, Dunkin' has shifted from "Dunkin' Donuts" to a streamlined "Dunkin'" brand, emphasized menu modernization, removed artificial doughnut colors, and leveraged strong marketing leadership centered originally around CMO Tony Weisman. There is no recent publicly detailed change of Dunkin's creative agency or U.S. CMO appointment explicitly cited in the search results beyond these developments.
- The rebranding of Dunkin' in 2018, which involved dropping 'Donuts' from its name and logo, signifies a broader shift in the brand's focus from just donuts to encompassing a variety of offerings within the finance sector, such as cold brews and breakfast sandwiches.
- In an effort to stay competitive in the rapidly evolving business world, Dunkin' has been innovative in its product offerings, introducing items like cheese lattes and coconut lattes as well as committing to cleaner labeling by eliminating artificial colors from its donuts.
