- Dunkin’s bold “Shake that Ess” ad with “Espresso” pop icon hits a sweet spot with young coffee drinkers
- Today, 67% of consumers say humour drives their enjoyment of ads
- Dunkin drinks cost 20–30% less than Starbucks, giving Gen Z a fun, affordable reason to switch
DUNKIN’s latest marketing campaign, featuring global pop sensation Sabrina Carpenter, is a frothy mix of humour, celebrity clout, and smart product positioning.
Centered around Dunkin’s new instant espresso offering, the “Shake that Ess” campaign pairs Carpenter’s charm with a cheeky, attention-grabbing slogan.
Carpenter, a pop-culture powerhouse whose influence spans Gen Z and Millennials, has a hit track, “Espresso” – Spotify’s most-streamed song globally for 2024 – that opened the door to many lucrative collabs with food and beverage brands. These include Van Leeuwen ice cream, the Absolut & Kahlúa Short n’ Sweet Espresso Martini Cocktail Kit, Blank Street, and now Dunkin.
Her playful, glamorous, and authentic persona aligns perfectly with Dunkin’s accessible, fun-loving brand image.
“In general, celebrities are most effective with younger consumers, and Dunkin has made that work for many years now,” says Ian Baer, Founder & CEO of Sooth. “For the past couple of decades – going back to its successful “America runs on Dunkin” campaign that featured many celebrity cameos – Dunkin has positioned itself less on the aesthetic qualities of its coffee experience and more on the way many people see coffee as fuel to get them through their day.”
“Dunkin also has no problem being a fast follower, capitalising on Starbucks’ success with its own Iced Brown Sugar Shaken Espresso. Rather than trying to create new trends with younger coffee drinkers, such as the short-lived ‘Unicorn Frappuccino’ or their latest failed attempt with olive oil lattes, Dunkin showed an understanding of their customers, Sabrina’s fans, and how to make the collaboration work authentically.”
Dunkin has long understood the power of celebrity partnerships, notably with Charli D’Amelio, whose signature drink brought a surge of younger consumers to its doors.
Carpenter, however, brings a different energy: an unapologetic mix of humour and star power that speaks directly to Gen Z’s desire for authenticity and relatability.
The espresso product itself is sweet and simple: espresso, brown sugar, and oat milk – shaken. It also comes with the option to make it at home with its limited edition espresso shaker for just $12.99. Dunkin is betting on Carpenter’s campaign to remind consumers that indulgence doesn’t have to break the bank – or your brain.
For a generation that values wit and self-awareness, the campaign resonates.
Dunkin represents accessible, down-to-earth indulgence, while Carpenter embodies a blend of self-deprecation and stardom that Gen Z idolizes. The same cocktail that won Emma Chamberlain explosive success with Chamberlain Coffee.
Together, they deliver a message that coffee can be fun, affordable, and a little rebellious – a stark contrast to the earnest seriousness of specialty coffee culture that they reject.
People want comic relief, and brands are listening
Dunkin’s approach taps into a growing trend in American advertising: humour and celebrity collaborations designed to grab attention in a crowded market.
The campaign, produced by Artists Equity – Ben Affleck and Matt Damon’s production company – echoes the style of high-budget Super Bowl commercials that combine star power with tongue-in-cheek humour.
A 2024 survey by market research firm CINT found that 67% of consumers gauge their enjoyment of a commercial based on its humour. Respondents also reported that funny ads are far more memorable than those focused on products (42%), celebrities (38%), or the brand alone (3%). Younger audiences are especially responsive, with 56% more likely to make a purchase after seeing an advertisement.
Humour effectively grabs attention, provides a memorable distraction, and persuades through positive emotions. As a natural stress reliever, it encourages people to recall enjoyable moments, fostering a lasting connection with brands and building loyalty.
For Gen Z, a generation navigating the weight of climate change, inflation, and social unrest, levity has become essential.
Studies show that humour in advertising is more effective than traditional emotional appeals. 90% of consumers say they’re more likely to remember a funny ad and 72% would select a humorous brand over the competition.
Before the resurgence of humorous ads in 2024, the use of comedy in advertising had been steadily declining. Studies show a consistent drop in humour-driven ads since around 2002, with sharp declines during the 2008 financial crisis and the COVID-19 pandemic. By 2022, only 1 in 10 Cannes Lions Grand Prix and Gold winners featured humour.
While brands may be reluctant to embrace humour, fearing it might seem tone-deaf amid economic, political, or social unrest, it may be actually what people long for to get through it all.
Social media amplifies this preference, with hashtags like #FunnyAds trending regularly. Gen Z, in particular, flocks to platforms like TikTok and Instagram for entertainment, seeking brands that can make them laugh while staying relatable.
“We know that 90% of people’s decisions with their money – including brand choices – are emotional,” says Ian. “Harvard Business Review published a groundbreaking study a few years back, which showed there are only ten emotions that correlate to purchase decisions. These include the desire for freedom, fun, or confidence.”
“We’ve developed a set of patent-pending algorithms that allow us to predict someone’s emotional hierarchy of needs, and we can apply our method to any business or consumer audience. When brands use these insights, the impact on performance is astounding. People who feel emotionally connected to a brand spend four times more than merely satisfied people. A formula for emotional connection is a formula for outsized growth and profitability.”
The cultural shift towards humour is also reflected in the rejection of hyper-serious coffee culture. Specialty coffee, with its minimalist aesthetic, complex brewing methods, and sometimes elitist undertones, has lost its appeal to a generation that prizes accessibility and self-deprecation.
While specialty coffee brands champion “third-wave” quality, Dunkin delivers instant espresso wrapped in humour and relatability. The “Shake that Ess” campaign underscores a clear divide: Gen Z doesn’t want coffee to lecture them; they want it to make them smile.
Contrast this with Starbucks, which leans heavily on streamlined efficiency and transparency. Starbucks’ recent campaigns focus on sustainability goals and operational improvements – important topics but hardly entertaining.
Dunkin, by contrast, offers a reprieve from the weighty topics dominating daily life. In a world where consumers are overwhelmed by crises, Dunkin’s humour-first strategy is a refreshing escape.
Dunkin’s playful edge vs. Starbucks’ serious strategy
With Sabrina Carpenter’s campaign, Dunkin signals its understanding of the zeitgeist: fun, simplicity, and relatability win the day.
The boldness of the campaign’s slogan – “Shake that Ess” – pushes boundaries, especially in puritanical America, where innuendo carries more shock value than it would in Europe. It’s a gamble that highlights Dunkin’s willingness to embrace edginess, a move designed to resonate with younger audiences.
The campaign’s success also reflects the growing influence of “dupe culture,” where value and authenticity are prioritised over exclusivity. Dunkin’s instant espresso doesn’t pretend to be artisanal; it’s honest about what it offers: convenience and taste. This aligns perfectly with Carpenter’s own brand – glamorous yet grounded, playful yet sincere.
Meanwhile, Starbucks remains fixated on transparency, efficiency, and cost-saving measures, issuing press releases touting every new initiative. While these strategies might reassure investors, they do little to excite consumers.
Starbucks’ tone can feel sterile compared to Dunkin’s colourful and unapologetically fun approach.
“Starbucks deserves a lot of credit for creating America’s coffee culture, and there’s both good and bad that comes with it,” says Ian. “Frankly, the same company inventing both the Unicorn Frappuccino and the Olive Oil Latte speaks to a lack of focus and an understanding of the diverse groups of coffee consumers.”
“Dunkin continues to show they know who their customers are, from Sabrina Carpenter fans to grab-and-go commuters. If I were advising Starbucks through its current struggles, I would start by understanding as much as possible about the four or five types of customers who account for the vast majority of sales. Then I would find ways, through marketing but also product development and curation, to best meet their needs and make them feel seen and understood.”
Specialty brands and giants like Starbucks may struggle to adapt to Gen Z’s desire for humour and authenticity. In contrast, Dunkin has managed to deliver a campaign that’s as much about escapism as it is about coffee.
By investing in Carpenter, Dunkin doesn’t just sell instant espresso; it sells a moment of joy, wrapped in pop culture and wit.
“If the Sabrina campaign brings in former Starbucks customers who find they’re getting a similar product for 20-30% less, many people won’t return to Starbucks,” says Ian.
“And I’d expect Dunkin to continue being the astute, fast follower they’ve been for years and replicate the next successful Starbucks menu item in a cheaper, more accessible way – especially with Starbucks going through tough times and closing stores.”
As coffee brands navigate a highly competitive market, Dunkin’s campaign offers a lesson: consumers crave connection, relatability, and a bit of fun.
With Carpenter at the helm, Dunkin has found the perfect blend of humour, star power, and accessibility to capture the hearts (and wallets) of Gen Z and Millennials alike.
Coffee Intelligence
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