Donuts, Scarves and Rachael Ray: Viral Marketing Ploy?

Dunkin Donuts didn’t know. However, their new online campaign with Rachael Ray went viral. But, was it their intention or not? I think not! Their online campaign starring Rachael Ray as the spokeswoman for Dunkin Donuts’ iced coffee caused controversy among the conservative bloggers. The controversy had nothing to do with Dunkin Donut’s coffee, but simply over Rachael Ray’s attire. Last weekend, Dunkin' Donuts decided to pull the online ad after conservative bloggers suggested the scarf she wore in the ad looked like a keffiyeh, a traditional headdress worn by Arab men that some associate with jihad. Margie Meyers, senior VP-communications for Dunkin’ Brands stated in an article, "Rachael Ray is wearing a black-and-white silk scarf with a paisley design. It was selected by the stylist for the advertising shoot. Absolutely no symbolism was intended."


Many people can argue that Dunkin Donuts intentionally used the scarf as a marketing ploy. These days advertisers and marketers are known for using more controversial ways to get their message across to audiences. However, I highly doubt that Dunkin Donuts’ intention was to cause uproar over Rachael Ray’s scarf. Was it successful? From a marketing standpoint, I think it was very successful because the controversy caused more people to visit the website and as a marketer, you want brand awareness for your product. So, Dunkin Donuts should be thankful to those conservatives who caused curious viewers to visit their website. I just find it funny how the conservative bloggers nitpicked a scarf’s design in a commercial. Seriously? Aren’t there more important things to worry about than a scarf?