Dunkin's "Shake That Ess" Campaign with Sabrina Carpenter

Breaking Down Dunkin's "Shake That Ess" Campaign with Sabrina Carpenter

Music News| Indie Artist Insights

January 20, 2025•7 min read

Dunkin's latest marketing campaign, featuring pop star Sabrina Carpenter, has created a buzz—and not just from the caffeine. The "Shake that Ess" campaign, promoting the new Brown Sugar Shakin’ Espresso, combines humor, star power, and clever product positioning to target a new wave of customers. Let's analyze how Dunkin' has brewed up a winning recipe to resonate with Gen Z and Millennials.

Crafting a Relatable and Fun Persona

At the heart of this campaign lies Sabrina Carpenter—a Grammy-nominated artist whose relatable charm and playful energy align perfectly with Dunkin's image. Known for her global hit "Espresso," Carpenter seamlessly connects her music to Dunkin's mission of making coffee fun and accessible. By selecting a celebrity who embodies humor and authenticity, Dunkin' ensures its message feels genuine and resonates with a younger audience.

The campaign’s cheeky tagline, "Shake that Ess," blends playfulness with a hint of boundary-pushing innuendo, grabbing attention in a crowded advertising landscape. The accompanying commercial, where Carpenter and even her grandmother enthusiastically "shake that ess," amplifies the humor while making the campaign shareable and memorable.

Humor as a Key Ingredient

The use of humor is one of the campaign's most effective strategies. According to recent studies, 67% of consumers report that humor influences their enjoyment of ads, making them more memorable and engaging. Dunkin's ability to balance comedy with relatability taps into Gen Z’s craving for lighthearted, authentic content, especially in a world filled with heavy news and social pressures.

This humor-forward approach isn’t new for Dunkin’. The brand has previously capitalized on entertaining collaborations, such as with Charli D’Amelio, but the "Shake that Ess" campaign shifts toward a bolder, edgier tone. For Gen Z, who thrives on TikTok humor and meme culture, this move is perfectly timed.

Making Indulgence Affordable

One of the most important aspects of the campaign is Dunkin’s focus on affordability. The Brown Sugar Shakin’ Espresso is positioned as a viable, fun alternative to Starbucks' premium offerings. By delivering indulgent flavor combinations without the hefty price tag, Dunkin’ appeals to younger consumers looking for value.
The campaign also features a $12.99 limited-edition espresso shaker, encouraging fans to recreate the drink at home while maintaining the fun, interactive vibe of the campaign. This not only turns casual coffee drinkers into brand advocates but also expands Dunkin's presence into customers' daily routines.

Understanding the Zeitgeist

The "Shake that Ess" campaign is perfectly attuned to its audience. Gen Z and Millennials value experiences that are accessible, entertaining, and community-oriented. By using Carpenter, a star with widespread influence across these age groups, Dunkin' creates a cultural moment that feels inclusive and fun.

Additionally, Dunkin’ embraces its role as a "fast follower." Instead of trying to revolutionize coffee culture, the brand amplifies trends like iced coffee and shaken espresso, pioneered by Starbucks, but offers them at a better price point. This strategy allows Dunkin’ to maintain a dynamic presence in the coffee market without alienating its target audience.

The Impact of Humor and Accessibility

There’s no denying the shift in how brands engage with consumers. Humor, once sidelined during more serious economic times, has made a strong comeback. For a generation juggling inflation, student debt, and societal pressures, brands like Dunkin’ that provide comic relief and relatable moments stand out in meaningful ways.
By rejecting the seriousness of specialty coffee culture and offering a moment of levity, Dunkin' fosters an emotional connection with its audience. And as studies show, consumers who feel an emotional tie to a brand spend significantly more than those who don't.

Potential Impact on Dunkin's Brand

The "Shake that Ess" campaign sharpens Dunkin's overall market position as a fun, accessible alternative in the coffee industry. By leveraging star power, humor, and an understanding of consumer priorities, the brand reinforces its identity as a go-to destination for all things coffee.
Beyond the short-term boost in drink sales, this campaign could foster long-term loyalty among Gen Z and Millennials, who may view Dunkin’ not just as a quick stop for caffeine, but as a brand that "gets them."

Brand Deals Are Important for Independent Artists

For independent artists, partnering with brands isn’t just a way to earn extra money—it’s an opportunity to amplify your voice, reach new audiences, and grow your career. Brand deals can provide financial support that allows you to focus on your craft while also offering valuable exposure through a company’s platform or marketing campaigns. Beyond that, collaborating with a brand often opens the door to creative projects that align with your artistry, allowing you to explore new dimensions of your talent.

Take Sabrina Carpenter's partnership with Dunkin', for example. While she’s already an established star, this campaign merges her artistry with humor and a relatable vibe, creating a standout moment that resonates with fans. For independent artists, smaller-scale brand deals can achieve something similar—helping you build community while reinforcing the story and values behind your work.

Steps to Creating a Successful Brand Deal

If you’re an independent artist looking to partner with a brand, here’s how you can make it happen:

Know Your Audience

Start by understanding your fans—who they are, what they love, and what brands they already engage with. A brand deal works best when it feels like an organic match for both you and your audience.

Define Your Personal Brand

Think of your brand as the essence of who you are as an artist. Ask yourself what makes your work unique and what values you want to reflect. A clear and cohesive brand identity is essential to attract potential partnerships.

Research Potential Brand Partners

Look for companies whose products or missions align with your values. For example, if sustainability is central to your art, approach eco-friendly brands. The more authentic the connection, the better the collaboration will feel.

Craft a Standout Pitch

Put together a thoughtful proposal that explains why partnering with you will benefit the brand. Include details about your audience, your reach (even if it's niche), and creative ideas for how you could collaborate. Tailor your pitch to show that you’ve done your homework and understand the brand.

Leverage Your Network

Sometimes, connections can open doors. Reach out to your community of fellow artists, industry contacts, or even fans who might have ties to brands you admire. Don’t underestimate the power of a simple introduction.

Show Your Value Through Numbers

If you have data—social media analytics, streaming counts, or website traffic—share it. Even for smaller artists, showing engagement metrics can demonstrate that your audience is passionate and loyal.

Be Open to Small-Scale Collaborations

You don’t have to start with a global brand. Local businesses or startups can be a great starting point for building your portfolio of partnerships. These smaller deals can provide invaluable experience.

Stay Authentic

The most successful collaborations stem from authenticity. Choose brands that genuinely resonate with your art and message. Your fans can tell when something doesn’t feel real—and that can hurt both your brand and the partnership.

By building meaningful, authentic relationships with brands, independent artists can unlock new opportunities for growth and expression. Whether it’s a local coffee shop or a major brand, the right partnership can be a game-changer.

Final Thoughts

Dunkin' has successfully redefined itself with the help of Sabrina Carpenter and the "Shake that Ess" campaign. By combining humor, affordability, and cultural relevance, the brand cements its place as a favorite among young coffee drinkers.
As Dunkin' sips its way to success, the question remains—how will competitors respond to this playful approach? For now, Dunkin is enjoying a moment in the spotlight, proving that coffee doesn’t have to be serious to win hearts (and wallets).

Reference:https://www.adweek.com/brand-marketing/sabrina-carpenter-shakes-that-ess-for-dunkin/#

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Jessica Northey is a passionate music enthusiast and industry professional who brings unique insights and the latest news to her readers. With years of experience and a keen eye for trends, she shares her love for music through thoughtful articles and in-depth analysis. Join her on a journey through the ever-evolving world of music.

Jessica C. Northey

Jessica Northey is a passionate music enthusiast and industry professional who brings unique insights and the latest news to her readers. With years of experience and a keen eye for trends, she shares her love for music through thoughtful articles and in-depth analysis. Join her on a journey through the ever-evolving world of music.