Dunkin’ Files New Trademarks for “IT’S TIME TO MAKE THE COFFEE”
Dunkin’, formerly known as Dunkin’ Donuts, has filed two new trademark applications for “IT’S TIME TO MAKE THE COFFEE” on February 20.
The phrase originates from Dunkin’s wildly successful marketing campaign back in the ‘80s and ‘90s for “it’s time to make the donuts.” The campaign, featuring Fred the Baker, lasted for fifteen years until its retirement in 1997.
Now, the company is shifting its focus away from donuts and onto coffee. In addition to dropping the “Donuts” from their name, Dunkin’ recently announced that the company is investing $60 million in new brewing equipment for all of its locations.
Dunkin’s two new trademark applications, filed on an intent to use basis, suggest that Dunkin’ plans to use the “IT’S TIME TO MAKE THE COFFEE” phrase in its marketing sometime soon.
Josh Gerben, Esq.
Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.
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