What happens when a pop star, a clever pun, and a frothy cup of espresso collide? If you’re Dunkin’, you get a marketing campaign that has people talking, laughing, and lining up for coffee. The “Shake That Ess” campaign, fronted by the charismatic Sabrina Carpenter, is a lesson in audience engagement and cultural relevance. It’s not just about the drink but also the unique selling points of the new line of Dunkin’ smoothies, such as their refreshing taste and health benefits.
Let’s dive into how Dunkin’ pulled it off and why this campaign is a case study in marketing genius.
Brewing buzz with a clever blend of humor and pop culture
Picture this: a pop star shaking a tumbler of espresso at a launch party, a room full of people mimicking her, and a tongue-in-cheek realization that “shakin’ that ess” sounds like something much racier. Dunkin’ didn’t just create an ad—they created a moment.
At its core, the campaign is genius because it plays on humor we all can relate to. The innuendo, which turns espresso into something cheeky, feels like an inside joke we’re all in on. And who better to deliver that joke than Sabrina Carpenter? Coming off a massive year, she’s the kind of relatable, witty celebrity who feels like a friend rather than an untouchable star.
But it’s not just the humor that works here. Dunkin’ tied the campaign to a limited-time product—Sabrina’s Brown Sugar Shaken Espresso—making it impossible not to associate the fun of the ad with the drink itself. It’s a smart move: customers don’t just buy the drink; they buy into the experience.
How Dunkin’ tapped into the power of fandom
Dunkin’ has a knack for riding the wave of pop culture, and this campaign is no exception. Before the official launch, they teased the collaboration on social media with just enough clues to get Sabrina Carpenter’s fans buzzing.
Here’s where the magic happens: Dunkin’ isn’t just selling coffee; they’re selling the notion of being part of something cool. Carpenter’s fanbase felt like they were in on a secret, turning them into ambassadors for the brand. Fans shared, commented, and speculated, building momentum that made the actual launch feel like an event rather than just another ad.
For other brands, the takeaway here is clear: if you can tap into the excitement and loyalty of a fanbase, you’re not just marketing—you’re creating a movement.
Storytelling that goes beyond the product
One of the things that makes “Shake That Ess” work is that it’s not so much about espresso. Sure, the drink’s the star, but the campaign’s really about the people who drink it. It speaks to how coffee inspires creativity, interpersonal relationships and, yes, a little humor.
Take the ad’s playful setup. Sabrina Carpenter isn’t just pitching a product—she’s sharing a moment. That moment, where a room full of people humorously misunderstands her, is something we’ve all experienced in some form. It makes her relatable, and by extension, it makes Dunkin’ feel like a brand that gets us.
For entrepreneurs, the lesson is simple: sell the story, not just the product. People don’t just buy things; they buy how those things make them feel.
Balancing the bold and the practical
Now, on to strategy: while making us LOL courtesy of Sabrina Carpenter, they were also doling out practical offers: a $5 meal deal, loyalty rewards available via an app. This two-pronged approach is where the brilliance lies.
The campaign pulls you in with its humor and charm, but the value-driven offers keep you coming back. It’s a balance between aspiration and accessibility—showcasing the brand’s fun side while addressing the everyday needs of price-conscious customers.
For other brands, it’s a reminder that a great marketing strategy doesn’t just grab attention; it converts it into action.
Lessons entrepreneurs can learn from Dunkin’
So, what can other brands and entrepreneurs learn from “Shake That Ess’”? First, don’t be afraid to have a little fun. A campaign with a sense of humor feels more human and relatable, which is exactly what today’s consumers crave.
Second, think about how your audience connects to the world around them. Dunkin’ didn’t just pick a celebrity at random; they chose someone who resonated with their target audience, then tied the campaign to a trend (in this case, a viral song and the growing love for espresso-based drinks).
And finally, always balance creativity with value. While Dunkin’ was making us laugh, they also made sure their customers saw real benefits—whether it was a delicious new drink or an affordable meal deal.
Why Dunkin’ is raising the bar for brand-building
Dunkin’s “Shake That Ess’” isn’t just an ad campaign; it’s a blueprint for how to market in a way that feels personal, playful, and purposeful. They’ve shown that when you combine cultural relevance, clever storytelling, and a strong value proposition, you don’t just sell a product—you create a brand people want to be part of.
And let’s be honest—who doesn’t want to shake that ess’?
FAQ’s
How can I make my campaign relatable?
Use humor or storytelling that taps into everyday experiences, just like Dunkin’s playful “Shake That Ess” campaign turned a simple moment into something everyone could laugh about.
Why does involving fans matter?
Engaged fans create buzz for you; Dunkin’ teased their campaign early, making fans feel included and eager to share the excitement.
What’s the key to balancing creativity and practicality?
Combine fun campaigns with real benefits—Dunkin’ entertained with humor but backed it up with deals that kept customers coming back.