Dunkin' Rings in the New Year with Sabrina Carpenter and a Shaken Espresso Campaign

As 2025 kicks off, Dunkin' is stirring up excitement with a new celebrity partnership that blends pop culture and premium coffee. Teaming up with singer-songwriter Sabrina Carpenter, the coffee chain has unveiled a limited-time beverage, Sabrina’s Brown Sugar Shaken Espresso, supported by a cheeky ad campaign called “Shake That Ess’.” Developed with Artists Equity, the production studio co-founded by Ben Affleck and Matt Damon, the campaign represents Dunkin's ongoing efforts to cement its brand.

“Shake That Ess’” is a marketing masterclass in leveraging humor, music, and celebrity appeal. The ad is set in a Dunkin’ office during a mock product launch party. During this party, Carpenter is enthusiastically shaking a tumbler of her signature drink. Other characters in the ad join in the shakin’ fun, leading to a comedic realization that the phrase “shakin’ that ess’” sounds suspiciously like a bleep-worthy word. The humor is lighthearted yet edgy, a perfect match for Carpenter’s playful persona and her hit single “Espresso,” which inspired the campaign.

Sabrina’s Brown Sugar Shaken Espresso is a limited-time offering crafted with espresso, oat milk, and hints of brown sugar. The drink taps into current consumer preferences for plant-based milks and sweet-yet-sophisticated flavor profiles. Its launch reflects Dunkin’s commitment to staying ahead of beverage trends while appealing to Gen Z and millennials, who continue to drive demand for innovative coffee creations.

The drink’s rollout was teased on social media, featuring Carpenter’s iconic red lipstick mark, building anticipation among her fans. The formal reveal on December 31 ignited buzz, solidifying the beverage as a must-try for early 2025.

Carpenter’s collaboration with Dunkin’ is the latest in a string of high-profile partnerships. In 2024, her single “Espresso” became a cultural phenomenon, inspiring other brands like Pernod Ricard to create campaigns around the song. For Dunkin’, Carpenter brings a youthful energy and a touch of irreverence that aligns perfectly with the brand’s evolving image.

The partnership is also a savvy move for Carpenter, whose star has been on the rise following a blockbuster year. By associating her music and persona with a beloved coffee chain, she extends her influence into lifestyle branding—an area where she’s proven adept at connecting with fans on a personal level.

Dunkin’s partnership with Carpenter is part of a broader strategy to elevate its brand through celebrity collaborations. Over the past few years, the chain has leaned heavily on star power to generate buzz and differentiate itself in a competitive market. The collaboration with Artists Equity—a studio founded on the principles of creative storytelling—adds a layer of polish and credibility to these campaigns.

Beyond the glitz, Dunkin’ is also making a push to attract budget-conscious consumers. The new $5 Meal Deal and enhanced loyalty perks available through the Dunkin’ app reflect an understanding of economic challenges facing customers. Balancing premium marketing with tangible value offerings positions Dunkin’ as a brand that can appeal to both the wallet and the heart.

“Shake That Ess’” exemplifies Dunkin’s knack for blending fun, flavor, and fandom. By tapping into Carpenter’s growing cultural footprint and pairing it with an enticing beverage, Dunkin’ has created a campaign that feels fresh, relevant, and irresistibly shareable. As the brand continues to expand its cinematic universe, fans can expect more bold moves and celebrity-powered surprises in the year ahead.