Sabrina Carpenter Shake That Ess

How Dunkin' & Sabrina Carpenter Made the Shaken Espresso Go Viral

The Challenge

Dunkin’ needed to introduce its Shaken Espresso in a way that would resonate with a new generation while keeping its loyal fan base engaged. The goal? Spark viral conversations and sell out fast.

The Solution

We transformed the Shaken Espresso into a playful, must-have cultural moment designed to rival Starbucks and win over their audience. Teaming up with Sabrina Carpenter, we created a campaign fueled by social-first storytelling, content that played into Sabrina’s brand aesthetic, and maximum shareability.

Key Elements

 A Provocative Campaign Title: Shake That Ess—cheeky, memorable, and perfectly in sync with Sabrina’s playful energy while tying back to the shaken espresso.

Cultural Relevance: We leaned into trending moments, integrating Sabrina’s hit Espresso to amplify the campaign’s viral potential.

Authenticity Through Star Power: Partnering with Dave Meyers, Sabrina’s music video director, ensured she felt natural and true to her brand.

Content That Played Into Sabrina’s Brand Aesthetic: Soft, dreamy pastels, playful choreography, and a hyper-feminine, coquette-inspired look made the campaign instantly recognizable and shareable.

The Results

🔥 25M+ views in 24 hours and 2.7M engagements
📈 Sustained conversation volume of 50K-500K daily since launch
🎉 Viral Engagement: Massive online interaction drove organic momentum.
🚀 Expanded Reach: Dunkin’ captured a younger, trend-driven audience.
💨 Sell-Out Success: The Shaken Espresso flew off the shelves.
🗞️ PR Frenzy: Major media coverage amplified the buzz.
📲 User-Generated Hype: Fans created their own content, fueling virality.
🏆 Brand Impact: Dunkin’ solidified itself as a playful, culturally relevant brand.

Takeaway for 2024

Virality today is about crafting authentic, shareable moments. Dunkin' proved that with trend-savvy creativity, the right star, and a social-first approach, you don’t just launch a product—you sell out.

Produced by Artists Equity
Brandon Pierce – VP Executive Creative Director
Rebecca Rumble – Creative Director, Head of Social
Zoe Greenblatt – Associate Creative Director
Jeremiah Fuentes – Senior Content Creator
Emma Starzacher – Executive Producer
Dan Arnone – Senior Producer
Maddie Schafer – Director of Brand Strategy
Molly Mejia – Group Brand Director
Jake Wilmink – Brand Director
Jazmine Bailey – Senior Project Manager