CANTON, Mass. - At the start of 2011, Dunkin?? Donuts has commenced a massive advertising campaign to promote its coffee, Marketing Daily reports. The multimillion dollar marketing plan will "reinforce and build on [its] coffee leadership" in U.S. locations, as well as "establish credentials [in] emerging" American markets, reads a statement from Dunkin?? Donuts.

The campaign features real Dunkin?? fans picked via open casting calls in November. The chain seeks to "remind customers in all markets that Dunkin' is the place to go for a great cup of coffee," the company said.

"The love that our customers have for Dunkin' Donuts is truly unique, and this campaign ties into that passion in a very personal way," said John Costello, Dunkin?? Brands?? chief global customer and marketing officer.

With a new tagline ?" "I??m Drinkin?? Dunkin?? "?" the marketing plan also incorporates the "America Runs on Dunkin??" slogan from previous campaigns. Spots will appear on TV, radio and online, as well as promotions on social media and in-store.

Around 4.1 million cups of coffee are served daily at Dunkin?? Donuts locations, and the chain has nabbed the top spot in terms of hot and iced coffee volume among other quick-service restaurants.