Dunkin' x Sabrina Carpenter: A Cool Collaboration Shaking Up the Coffee World

Dunkin' is making waves in the marketing world once again – this time by teaming up with pop star Sabrina Carpenter. Together, they are promoting a new limited-time drink: "Sabrina's Brown Sugar Shakin' Espresso." The campaign, titled "Shake That Ess'", cleverly references Carpenter’s song Espresso and brings a playful, fun twist to Dunkin's brand messaging.

What Is the Campaign About?

Dunkin's latest marketing campaign centers around the release of "Sabrina's Brown Sugar Shakin' Espresso." This iced coffee drink features espresso, brown sugar, and oat milk, tapping into the growing trend of flavored coffee drinks that younger customers love.

In the ad, Sabrina Carpenter is seen shaking her signature drink in a tumbler, while other characters in the commercial make playful comments about her ability to "shake that ess'." The phrase humorously references her song title while incorporating a cheeky nod to slang. The fun and light-hearted tone of the campaign is designed to appeal to younger audiences who enjoy pop culture references and celebrity collaborations.

Why Are Celebrity Partnerships So Important?

Dunkin' has a history of partnering with famous faces to stay relevant and connect with younger generations. A notable example is their collaboration with TikTok star Charli D'Amelio, for whom they created the drink The Charli, which became an instant hit.

By working with Sabrina Carpenter, Dunkin' continues this strategy of using influencers and celebrities who have strong connections with Gen Z and millennials. Carpenter’s song Espresso is a natural fit for the brand, making the campaign feel authentic and modern.

What Makes This Campaign Stand Out?

The "Shake That Ess'" campaign stands out because of its playful and bold approach. The ad isn’t afraid to use humor and double meanings, making it memorable and fun.

Additionally, the partnership with Artists Equity, a production company founded by Ben Affleck and Matt Damon, adds even more star power to the campaign. This collaboration ensures that the ad has high production value and differentiates itself from traditional coffee commercials.

Why the Campaign Works:

Cultural Relevance: Dunkin' taps into Sabrina Carpenter’s popularity and her song Espresso to stay relevant in pop culture.
Playful Messaging: The cheeky slogan "Shake That Ess'" is catchy, memorable, and fun.
Targeting Younger Audiences: The campaign is clearly aimed at Gen Z and millennials who appreciate humor, creativity, and celebrity endorsements.

What’s in It for Consumers?

To make the campaign even more appealing, Dunkin' has introduced a $5 Meal Deal, which includes the new Brown Sugar Shakin' Espresso along with a food item.

Additionally, Dunkin' Rewards members can enjoy exclusive offers, encouraging loyalty and repeat visits. For price-conscious consumers, especially younger people, this value-driven promotion makes the new drink even more attractive.

Marketing Tips: How to Shake Things Up

The Dunkin' x Sabrina Carpenter campaign provides several valuable lessons for marketers:

Leverage Pop Culture: By aligning with trending songs, celebrities, or cultural moments, brands can stay relevant and connect with younger audiences.
Use Humor: Campaigns that incorporate humor and playful messaging tend to be more memorable and shareable.
Offer Value: Combining a fun campaign with a real promotion, like a $5 meal deal, boosts both engagement and sales.
Collaborate with Influencers: Partnering with celebrities or influencers who align with your brand values can significantly enhance visibility and credibility.

Final Thoughts

The Dunkin' x Sabrina Carpenter collaboration is a great example of how brands can successfully use celebrity partnerships to create culturally relevant, buzzworthy campaigns. By tapping into Carpenter’s music and personality, Dunkin' not only launches a new product but also strengthens its connection with younger consumers.

Whether you’re a fan of pop music, flavored coffee, or clever marketing, it’s clear that Dunkin' has once again managed to shake up the coffee world – and we’re here for it!