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Dunkin’ Donuts Needs A New, Loveable Mascot
By: Justine Huffman
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“Time to make the donuts.” You may be oblivious to this catchphrase, which also doubled as a slogan if you were born during or after the mid ’90s. Those five words were gold, since they came from Dunkin’ Donuts’ longtime beloved mascot, Fred the Baker. The late Michael Vale portrayed Fred the Baker. Vale retired in 1997, and passed away eight years later. Since his retirement, the global donut and coffee chain has yet to find another winner in the mascot department. 
 
Fred the Baker was delightful, humorous, and the sort of guy you wouldn’t mind splitting a box of Munchkins with. He was a portly, mustachioed man whose dedication to making donuts was insatiable, and America enjoyed having such a fella on their television screens. Fred the Baker represented the idea of pride in one’s work, along with career ingenuity. You may not have wanted to be Fred the Baker, but you admired the guy’s gusto and perseverance to make the best donuts humankind could afford. The fact that he went in drag, blonde wig and all, to investigate supermarket donuts, is enough to convince anyone how serious he was about his job. That Fred, always willing to go the extra mile!
 
Dunkin’ Donuts has introduced a few new faces, such as the Penguin Suit Guy and the New England Patriot’s wide receiver and punt runner, Julian Edelman. These two personalities are fine, but they don’t have the essence and charisma of Fred the Baker.
 
With brand identity, spokespeople and mascots are essential to brands that choose to advertise widely. We see this with insurance companies, like Flo with Progressive and Ronald McDonald of McDonald’s. Dunkin’ Donuts should consider taking a plan from its vintage playbook, and bring us a mascot that reminds us why “America Runs On Dunkin.’”


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About the Author
Justine Huffman is an indie author, poet, and graphic artist residing in Delaware, USA. When she's not unleashing her creative powers, she enjoys reading humorous fiction, dining at local seafood eateries, and daydreaming. 
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