Summary:
Dunkin’ launched a campaign with Sabrina Carpenter to promote its espresso line.
The campaign is part of a broader strategy to build a 'cinematic universe' around the brand.
Affordability and value offerings, like the $6 Meal Deal, have helped maintain store visits.
Dunkin’ emphasizes creating a community connection through their loyalty program.
The brand adapts to social media trends, utilizing a mix of paid, owned, and earned media.
Dunkin’ kicked off 2025 with an exciting campaign featuring pop sensation Sabrina Carpenter and her hit song “Espresso.” This collaboration, created with Artists Equity—the studio founded by Ben Affleck and Matt Damon—marks a significant step in Dunkin's cultural presence. According to Jill McVicar Nelson, Dunkin's CMO, the brand has a unique advantage as it resonates with many who grew up enjoying its products.
The Importance of Connection
Dunkin’ aims to create a lasting relationship with its consumers, moving beyond mere transactions. This approach is evident in their $6 Meal Deal, which has performed well even amidst economic challenges, showing that affordable offerings can effectively attract customers.
The 'Shake That Ess' Campaign
The “Shake That Ess” campaign is part of Dunkin’s strategy to promote its espresso line. By partnering with Carpenter, Dunkin’ not only highlights its innovative drinks but also taps into the nostalgia and loyalty of its customers. Nelson emphasizes the significance of balancing limited-time offers with culturally relevant campaigns to capture consumer attention in a crowded market.
Building a Brand Experience
Dunkin’ strives to be part of Americans’ daily routines, ensuring that their marketing strategies foster a sense of community and connection. They focus on personalized value through their loyalty program, innovative menu items, and engaging communications that resonate with customers.
Lessons from Super Bowl Ads
Nelson shares insights gained from Dunkin’s Super Bowl advertising, highlighting the need to extend brand engagement beyond traditional ads. Collaborations with Artists Equity have allowed Dunkin’ to connect with culture through fashion and music, amplifying their message across various platforms.
The Cinematic Universe Concept
Dunkin’s “cinematic universe” concept emerged from their collaboration with Affleck, aiming to build a cohesive narrative that resonates with consumers. The strategy involves using celebrities strategically, ensuring that their presence aligns with Dunkin’s message and products.
Adapting to Social Media Trends
With platforms like TikTok constantly evolving, Dunkin’ employs a diverse media strategy that includes paid, owned, and earned media. By collaborating with a performance marketing team, they ensure their messages reach consumers effectively across multiple channels, maximizing engagement and return on investment.
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