Dunkin' Donuts plans to expand to 10,000 new stores west of the Mississippi in the next decade. Research found their target customers in the West are seeking value and view Dunkin' as offering good coffee at a good price. The campaign will feature an unpretentious and candid tone to relate to this audience. The single-minded proposition is "Dunkin' Donuts: It Just Makes More Sense" and the new tagline is "It Just Makes Sense." Creative executions will be developed to communicate this message.