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Kylie jenner
Dunkin’s latest campaign with pop star Sabrina Carpenter is a bold mix of humor, celebrity power, and smart marketing.
Tied to Dunkin’s new instant espresso, the “Shake that Ess” campaign uses Carpenter’s charm and a cheeky slogan to grab attention.
Carpenter’s hit song “Espresso” is 2024’s most-streamed track on Spotify, making her the perfect partner for coffee brands. She’s already worked with Van Leeuwen ice cream, Absolut & Kahlúa, Blank Street, and now Dunkin.
Her fun, confident, and relatable image fits well with Dunkin’s playful brand.
Dunkin has used celebrities to attract young customers before, like Charli D’Amelio’s signature drink. But Carpenter brings a fresh mix of humor and star power that resonates with Gen Z.
The product itself is simple: espresso, brown sugar, and oat milk—shaken. Dunkin even sold a $12.99 shaker for at-home use, which sold out in just 17 minutes.
Dunkin positions itself as fun and accessible, while Carpenter embodies self-aware stardom, much like Emma Chamberlain with Chamberlain Coffee. Together, they prove that coffee can be enjoyable, affordable, and a little rebellious—unlike the more serious specialty coffee culture.
Dunkin’s campaign taps into a rising trend: using humor and celebrities to cut through the noise.
Produced by Ben Affleck and Matt Damon’s company, Artists Equity, the campaign mirrors big-budget Super Bowl ads that mix star power with comedy.
A 2024 survey by CINT found that 67% of people enjoy ads more when they’re funny. Funny ads are also more memorable than those focused on the product (42%) or celebrity alone (38%).
For Gen Z, dealing with inflation and social unrest, lightheartedness is key. Studies show that 90% of consumers remember funny ads, and 72% prefer humorous brands.
While some companies fear humor might seem insensitive, it’s often what people need most.
Dunkin understands the current moment: fun, simplicity, and relatability win.
Their bold “Shake that Ess” slogan pushes boundaries, especially in the U.S., where innuendo still surprises people. It’s a risk, but one that helps Dunkin connect with younger audiences.
The campaign also taps into “dupe culture,” where consumers favor value and authenticity over exclusivity. Dunkin’s instant espresso doesn’t pretend to be fancy—it’s straightforward and delicious. This aligns with Carpenter’s own brand: glamorous but approachable.
Meanwhile, Starbucks leans on transparency and efficiency, emphasizing sustainability and cost-saving initiatives. While these matter, they lack the excitement Dunkin brings.
As coffee brands compete for attention, Dunkin proves that humor, authenticity, and smart partnerships win. With Carpenter leading the way, Dunkin delivers a campaign that’s fun, relatable, and perfectly timed for today’s audience.
