Donuts to Diamonds

So what do donuts and diamond rings have in common? Well they’re both circular in shape, they both have a hole in the middle, most everyone (especially women) would love to have either one at any given time, and I suppose they both sparkle (depending on how you hold a glaze donut in the sunlight) and that’s about it … until now.

For the first time ever, Dunkin' Donuts and JoeDia.com are partnering to offer one lucky Dunkin’ customer a chance to win a 1 carat diamond solitaire ring. Wow! Imagine that, you walk in to a Dunkin’ Donuts café for your morning coffee (and donut of course) and you end up walking out with a platinum diamond ring! Okay, you won’t actually walk out with the ring because the promotion, entitled “Donuts to Diamonds”, is a sweepstakes in which customers fill out an entry form (no purchase necessary) and a winner is randomly drawn among the entrants. The promotion is slated to begin January 6, 2010 and ends on February 14, 2010. February 14th? Could be a good way to win a really nice gift for that special someone on Valentine’s Day.

So how did Dunkin' Donuts, a national purveyor of coffee and donuts (along with other items) and JoeDia.com, an online jewelry retailer specializing in affordable diamonds come to partner together for this promotion? Simple, really; both brands have the same customer base — the mid-market, Average Joe. Dunkin’ Donuts prides itself on providing coffee and goods for everybody (per their tagline, “America Runs on Dunkin’), without any fancy drink names, chi-chi cup sizes, or oversized couches and chairs. JoeDia.com targets the buyer that can’t quite afford a Tiffany diamond ring, but is discriminating enough to want more than the local mall jewelry stand can offer. So the customer who is browsing the JoeDia.com website for a pair of diamond stud earrings, a diamond encrusted eternity band or a diamond pendant necklace, is probably doing it while holding a
Dunkin’ Donuts in his or her hand.

The “Donuts to Diamonds” sweepstakes is available to Phoenix, Arizona customers only.