• Sabrina Carpenter Shake That Ess

Sabrina Carpenter Shake That Ess

Shake That Ess : How Dunkin' Went Viral in 2024

Challenge:
In 2024, standing out in a crowded digital landscape means more than just creating a buzz—it’s about crafting moments that resonate instantly with audiences and spark viral conversations. Dunkin’ needed to launch their Shaken Espresso in a way that would captivate a new generation while keeping their loyal customers hooked. The goal: create a campaign so engaging that it not only gets noticed, but also gets shared, talked about, and ultimately sells out in minutes.

Solution:
We reimagined the Dunkin' Shaken Espresso campaign by blending cutting-edge cultural relevance with high-energy visuals. Partnering with Sabrina Carpenter, we created a campaign that wasn’t just about selling a product—it was about creating a cultural moment that would capture attention, start conversations, and have people racing to get their hands on the Shaken Espresso.

Key Elements of the Strategy Included:

  • Cultural Relevance: Tapping into the latest trends and pop culture, we created a campaign that felt like a moment people wanted to be a part of.
  • Viral-Ready Visuals: High-energy, cinematic visuals, bold motion graphics, and on-brand design that felt shareable, memorable, and instantly recognizable.
  • Star Power with Authenticity: Sabrina Carpenter brought an authentic vibe, drawing in her fanbase while connecting with Dunkin’s audience. The campaign felt real and not like a traditional ad, making it primed for social sharing.

Results:

  • Viral Engagement: The campaign sparked massive online interaction and conversations, with fans sharing the content across platforms, fueling organic growth.
  • Massive Reach: Dunkin’ wasn’t just reaching its usual audience but capturing a younger, trend-driven crowd that craved the Shaken Espresso.
  • Product Sold Out in Minutes: The Shaken Espresso sold out almost immediately after the campaign launch—a true testament to its viral power.
  • Generating PR Frenzy: The collaboration created a whirlwind of PR buzz, generating headlines across major outlets and expanding the campaign’s reach far beyond Dunkin's usual social circles.
  • User-Generated Buzz: On social media, users began creating their own breakdowns of the collaboration, dissecting the campaign and driving even more organic, viral content across TikTok, Twitter, and Instagram.
  • Brand Impact: Dunkin’ solidified its place as a playful, relevant, and viral brand that speaks directly to today’s culture.

Takeaway for 2024:
Going viral today isn’t just about big budgets—it’s about creating authentic, shareable moments that tap into the culture and amplify the voices of those who align with your brand. By mixing fresh visuals, star power, and cultural relevance, you can turn a campaign into a viral phenomenon. Dunkin’ nailed it, and in doing so, set the blueprint for what a viral campaign looks like in 2024.

Directed By

Dave Meyers


Produced By


Artists Equity:
VP Executive Creative Director: Brandon Pierce
Head of Social Creative Director: Rebecca Rumble
Creative Director: Mikio Bradley
Associate Creative Director: Zoe Greenblatt
Snr. Content Creator: Jeremiah Fuentes  
Executive Producer: Emma Starzacher
Senior Producer: Dan Arnone
Director of Brand Strategy: Maddie Schafer
Group Brand Director: Molly Mejia
Brand Director: Jake Wilmink
Line Producer: Dave Bernstein
Senior Project Manager: Jazmine Bailey