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.