Dive Transient:
- Dunkin’ on Monday (June 17) launched a summer time marketing campaign that options actor Will Arnett and content material creator Company Natalie because the leaders of a category of “Dunkin’Tern” creators, per particulars shared with Advertising Dive.
- Content material creators from the worlds of music, meals, trend, gaming and past will debut “tasks” that promote the chain’s Iced Espresso, Dunkin’ Refreshers and Sparkd’ Power merchandise this summer time. The rollout features a 30-second hero advert and 4 creator-specific 15-second spots.
- The marketing campaign is the newest work stemming from Dunkin’s partnership with Ben Affleck and Matt Damon’s Artists Fairness and demonstrates how the model is continuous to interact with shoppers round popular culture following its fashionable “DunKings” Tremendous Bowl spot.
Dive Perception:
Dunkin’ is giving the DunKings — a fictional pop group fronted by model ambassador Ben Affleck that starred in its newest Tremendous Bowl spot — a break for summer time. The fast-service chain is pivoting to an episodic marketing campaign round a gaggle of Dunkin’Terns led by Arnett and Company Natalie, a content material creator and the self-described “CEO of Work-From-House Jokes.”
A 30-second “Orientation” industrial introduces the group of interns, and whereas Affleck just isn’t within the advert, it does characteristic a malfunctioning robotic designed to resemble the actor-director. The spot additionally introduces the idea of “Massive Dunkin’ Iced Power,” a play on slang that continues to crop up in advert campaigns, because the model seems to be to advertise its iced drinks this summer time.
The marketing campaign will proceed all through the season because the intern group releases “summer time tasks” that promote numerous iced drinks. Boy band veterans Joey Fatone and A.J. McLean will create a music for Dunkin’s first EP; chef Nick DiGiovanni will craft an “Iced Espresso Mixology” menu; designer Yoon Ahn will drop a capsule assortment; and Twitch streamer SypherPK will carry Sparkd’ Power by Dunkin’ right into a gaming activation. Actress Maia Reficco, Miss Massachusetts USA 2024 winner Melissa Sapini, plant stylist Hilton Carter and others additionally characteristic within the effort.
The inventive was made in collaboration with Artists Fairness, the manufacturing firm Affleck based alongside Matt Damon. Artists Fairness has been behind a number of fashionable campaigns which have toyed with Affleck’s love for Dunkin’, together with a Tremendous Bowl spot this 12 months that featured Damon, Jennifer Lopez and Tom Brady and represented one of many massive recreation’s highlights.
Together with iced espresso, the marketing campaign seems to be to spice up the model’s Dunkin’ Refresher and Sparkd’ Power merchandise. Refreshers combine fruit flavors like mango pineapple and strawberry dragon fruit with inexperienced tea or lemonade, whereas Sparkd’ is an power drink that incorporates nutritional vitamins, minerals and caffeine. The improvements might assist Dunkin’ preserve tempo with opponents Starbucks and CosMc’s, McDonald’s new beverage-focused idea.
