11/30/2004 09:51:55 PM|||Scott Lewis|||

Dunkin' Donuts has introduced rechargeable Dunkin' Donuts Cards, available at participating regional locations and online at Dunkindonuts.com.

The rollout will be supported by ads breaking this week, via Hill, Holliday, Connors, Cosmopulos, Boston. Dunkin' Donuts last month launched a $25 million campaign tagged "Bring yourself back." [Adweek, Oct. 11]. The Randolph, Mass.-based division of Allied Domecq spends about $60 million annually on ads.


The Dunkin' Donuts Card is currently accepted at participating Dunkin' shops in Maine, New Hampshire, Rhode Island and Massachusetts. The card is available in denominations ranging from $5 to $100 and can be recharged at Dunkin' Donuts shops or online.

"Dunkin' Donuts recognizes that today's consumer is looking for cashless alternatives for almost every purchase, no matter how small," John Gilbert, Dunkin' Donuts vp-marketing, said in a statement. "By offering the Dunkin' Donuts Card and credit cards as payment options, we are providing our customers greater convenience and flexibility while building customer loyalty."

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