- Dunkin’ on Monday (June 17) launched a summer campaign that features actor Will Arnett and content creator Corporate Natalie because the leaders of a class of “Dunkin’Tern” creators, per details shared with Marketing Dive.
- Content creators from the worlds of music, food, fashion, gaming and beyond will debut “projects” that promote the chain’s Iced Coffee, Dunkin’ Refreshers and Sparkd’ Energy products this summer. The rollout features a 30-second hero ad and 4 creator-specific 15-second spots.
- The campaign is the most recent work stemming from Dunkin’s partnership with Ben Affleck and Matt Damon’s Artists Equity and demonstrates how the brand is constant to have interaction with consumers around pop culture following its popular “DunKings” Super Bowl spot.
Dunkin’ is giving the DunKings — a fictional pop group fronted by brand ambassador Ben Affleck that starred in its latest Super Bowl spot — a break for summer. The quick-service chain is pivoting to an episodic campaign around a gaggle of Dunkin’Terns led by Arnett and Corporate Natalie, a content creator and the self-described “CEO of Work-From-Home Jokes.”
A 30-second “Orientation” business introduces the team of interns, and while Affleck isn’t within the ad, it does feature a malfunctioning robot designed to resemble the actor-director. The spot also introduces the concept of “Big Dunkin’ Iced Energy,” a play on slang that continues to crop up in ad campaigns, because the brand looks to advertise its iced beverages this summer.
The campaign will proceed throughout the season because the intern team releases “summer projects” that promote various iced drinks. Boy band veterans Joey Fatone and A.J. McLean will create a song for Dunkin’s first EP; chef Nick DiGiovanni will craft an “Iced Coffee Mixology” menu; designer Yoon Ahn will drop a capsule collection; and Twitch streamer SypherPK will bring Sparkd’ Energy by Dunkin’ right into a gaming activation. Actress Maia Reficco, Miss Massachusetts USA 2024 winner Melissa Sapini, plant stylist Hilton Carter and others also feature in the hassle.
The creative was made in collaboration with Artists Equity, the production company Affleck founded alongside Matt Damon. Artists Equity has been behind several popular campaigns which have toyed with Affleck’s love for Dunkin’, including a Super Bowl spot this yr that featured Damon, Jennifer Lopez and Tom Brady and represented one of the massive game’s highlights.
Along with iced coffee, the campaign looks to spice up the brand’s Dunkin’ Refresher and Sparkd’ Energy products. Refreshers mix fruit flavors like mango pineapple and strawberry dragon fruit with green tea or lemonade, while Sparkd’ is an energy drink that accommodates vitamins, minerals and caffeine. The innovations could help Dunkin’ keep pace with competitors Starbucks and CosMc’s, McDonald’s latest beverage-focused concept.
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